Clive Humby has a passion and talent for helping brands find the best way to engage customers in order to maximise user loyalty and retention to drive growth. He is responsible for creating the first geodemographic system, ACORN, in the 1980s. For most organisations, data is too sparse to truly understand what motivations customers and drives their behaviours. How do we therefore begin to build a 360 degree view of the user to better understand their motivations, mindsets and passions? What Clubcard did for Tesco in the 1990's; Big Data can do for all organisations today. In this keynote, Clive explores some of the latest approaches and models emerging in customer data science, and how organisations can properly leverage loyalty and a shared sense of belonging and mission.