Pivoting to a first-party data strategy
Shifting sentiments in consumer privacy is changing how marketers access and use customer data. To prepare for the imminent death of third-party cookies, marketers are transitioning to a first-party data strategy, because the data is consent-based, behavioral, predictable, and actionable. Watch the webinar to learn best practices from marketing leaders at Google and Accenture on collecting and capitalizing on your first-party data.
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Google VP of Consumer Packaged Goods Giusy Buonfantino, Accenture Director of Personalization Data & Analytics Brad Herndon, and Lytics President Jascha Kaykas-Wolff discuss how to implement a first-party data strategy, including:
- Overcoming the overwhelm when getting started and the challenges to anticipate
- What an optimized first-party data strategy looks like
- Business goals and customer data you should prioritize
- Tools and internal resources you need to be successful
