Ant Duffin is a Vice President Analyst in the Gartner for Marketing Leaders practice based in the UK specializing, and leading Gartner's research efforts in digital commerce. Ant advises on and provides insights into the complete end-to-end digital commerce customer journey across digital marketing, routes to market, and operational capabilities (People, process, technology, structure). Mr. Duffin works with senior leaders from both B2B and B2C to influence and shape their digital commerce strategies to deliver growth and business change across several industries such as CPG, retail, manufacturing, and financial services. He is also responsible for personalization strategy and technology insights as an author of the Personalization Magic Quadrant research. Ant has over 20 years of global digital experience in senior commercial and technology roles across a range of industries including CPG, retail, and Consulting. In these roles, he led a variety of activities including business strategy development and execution, budgeting, and business change such as organization structures, governance, processes, and talent development.