ZMOT is fundamentally about getting closer to the customer. To do this, you need to understand them. What are they looking for? When? What information do they have already? What's their state of mind? Our Zero Moment of Truth experts-Beth Comstock, SVP and GMO of GE, John Ross, CEO of Shopper Sciences, and Rishad Tobaccowala, Chief Strategy and Innovation Officer for VivaKi-talk about the importance of these consumer insights.