Consumers have gained greater decision power than ever through the birth of new tools--from Yelp to Google Maps. So how can marketers remain effective as consumers approach buying in entirely new ways?

MarketShare’s Co-Founder and CEO, Wes Nichols, addressed that question from the stage at the DLD conference in Munich—where he introduced the audience to the idea of the Decision Economy: a new world in which decision tools are more critical than ever for understanding and effectively engaging the consumer.

To learn how marketers need to stay relevant in the new era of data, watch the full conference session. Wes begins at about 6:50.