Developing a 360-Degree View of Your Customer

Marketing Trends

Marketing today is about being data-driven and understanding who your customers are. Developing a holistic view of the customer is about to get harder, though, thanks to a new world we’re all about to enter: a world without cookies.

“If you are really heavy on third-party data, then you are going to be impacted the most. If you have built a good first-party data strategy and have enough data, you can survive longer. Based on my experience, third-party data wasn't always working or effective. The best way to navigate this is to start building up your first-party. This may be complex for some, but if they start small and slow they can still catch up.”

Meet Mazen Mroueh, Head of Global Digital Factory for Frieslandcampina, one of the world’s largest dairy factories. On this episode of Marketing Trends, Mazen tackles the tough question of how marketers can best prepare themselves for a future without cookies and what it will take to build up their first-party data.. Plus, Mazen shares his outlook for what marketers can expect in a post-COVID world and why there is no view quite like a 360-degree look of your customers.

Main Takeaways

• But Where Have all the Cookies Gone?: Companies that have been reliant on third-party data are going to have a hard time with the transition to a cookieless world. To help ease that transition to a cookieless world, marketers must start thinking about their strategies to build up their first-party data.
• Developing A 360-Degree View: The objective for every marketer is to continuously be collecting data, but marketers must make sure that whatever data they gather lives under one unified roof rather than being diverted to different silos. When your data lives in multiple places, it becomes harder to connect all your digital touchpoints. Having a single source of data not only eliminates that friction, but allows your team to gather insights at a quicker pace.
• The Next Big Shift: The skills a marketer needs to be successful are continuing to shift. While marketers must continue to be data literate, they must also be able to most quickly and effectively. The next wave of marketers will be less about possessing a specific knowledge or skill set, and more about being flexible.

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