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Building a first-party data strategy should be top of mind for every marketer as we move into a privacy-first future. Data-rich sectors – those that deal directly with customers – have a head start. The data-poor – those that sell through intermediaries – have traditionally relied on third-party cookies, and are just coming off the starting blocks in terms of their own first-party data.
In this session, we’ll ask what customers want from their brand relationships, and how brands – both data-rich and data-poor – can build the datasets they’ll need to create deeper engagement with their consumers in a cookie-less world. We’ll take learnings from brands at different stages of their data journey and explore solutions that marketers should be looking at today to systematically rethink their data strategy and take advantage of the opportunities ahead.
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What comes after the end of third-party cookies?
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The world of NFTs has opened up the metaverse for brands, with the likes of Coca-Cola, Dole and Twitter all jumping into the community. But what value does it bring to marketers?... read more