While marketers look for more ways to get personal with customers, including new tricks with "big data," customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to:

- Control the flow and use of personal data
- Build their own loyalty programs
- Dictate their own terms of service
- Tell whole markets what they want, how they want it, where and when they should be able to get it, and how much it should cost

And they will do all of this outside of any one vendor's silo.

This...