Data-driven marketing as we experience it today is dead. Stricter regulations and privacy scandals are forcing us to completely rethink the way we work. With Sir Tim Berners-Lee’s Solid framework, there is an alternative that offers many opportunities.

Solid is a standard for sharing data where control remains with the data subject and you, as the controller, only get the right of usage. The idea is that, as an organisation, you no longer compete on the basis of the amount of collected data, but on the basis of what you can offer thanks to that data.

Don’t we all long for a world where marketers don’t have to spend their time extracting data from their customers, but can really focus on improving the customer experience? The question is how we all can contribute to the adoption of such a new standard?