Data and analytics can reveal crucial information about consumer preferences and pain points, but it is the ability to tap into the customers' feelings, triggers and desires that set a successful brand apart. And building this connection with customers is not an easy task. As per a survey by Capgemini, 80 percent of executives felt that their brand understands the emotional needs of consumers, but only 15 percent of consumers thought that brands do a good job of emotionally connecting with them.