What if we re-imagined marketing as a way to serve customers? What if we designed it as a way to provide real-time value and utility to customers? Our SXSW panel at explored these issues and more. Marketing as a service harnesses Big Data to provide more meaningful and helpful experiences for customers. It is a principle born of the belief that the dynamics of customer loyalty have fundamentally changed. Loyalty can no longer be solely defined by customers staying loyal to a brand. Because the internet provides us with unlimited choice, the tables have turned – brands must now demonstrate their loyalty to customers by serving them.