Category: Opinion

With Google set to eliminate third-party cookies on Chrome at the end of 2023, the race is on for the marketing world to find new ways to deliver quality advertising – and to do so fast.  Thankfully, we’re beginning to see more alternatives popping up – but the sheer range of them can make this… Continue reading The 5 Best Cookie Alternatives for Marketers in a Cookieless Era

Long gone are the days where customer data protection was the preserve of one corner of the business – in a digitalised world, every customer-facing team has access to some form of data, meaning that they share the responsibility of protecting it.  In this article, we explore what ‘customer data protection’ means on a day-to-day… Continue reading Customer Data Protection: 8 Steps To Secure Your Customer Data

The first step in implementing an effective email strategy is understanding where it fits into the buyer’s journey. The buyer’s journey typically starts with Awareness, moves through to Consideration, and finally results in Action.  To align correctly with the buyer’s journey, email marketing campaigns and their content should follow the same path by gradually building… Continue reading Your Guide to Aligning Email Marketing with the Buyer’s Journey

Data is the fuel in today’s marketing. But not all data is created equal. Consumers are increasingly using multiple devices and touchpoints to complete a task, generating a lot of disparate data on the way. Legacy systems like CRMs are then unable to handle and sync this information in real time to one central location… Continue reading Single Customer View: What, Why & How [Guide]

Although we all know how critical data is to driving business growth, many businesses today still struggle with the volume and challenges associated with unlocking its true potential—specifically, the ability to collect, manage, organise and analyse multiple data sources under one roof and then to action it.  If you want your data investments to truly… Continue reading 8 Steps to Building a Successful Data Strategy for Growing Your Business

Fuelled by the desire to provide better and more secure consumer experiences, the demand for CDPs is growing rapidly. Customer Data Platforms (CDPs) have significant roles to play in giving consumers improved personalised experiences, while delivering on data privacy compliance at the same time. With data privacy compliance becoming a worldwide hot topic, and new… Continue reading Delivering Personalised Experiences While Ensuring Data Privacy With the Help of a CDP

Consent management should be high on the priority list of any company. Fines for non-compliance with data privacy laws have recently skyrocketed, with over $300 million worth of fines issued to EU firms who violated GDPR (General Data Protection Regulation) between 2018 and 2021. And it’s not just fines that companies need to be worrying… Continue reading Boosting Consent Management with Customer Data Platforms (CDPs)

Today’s consumers have a greater understanding than ever of how their data is collected and used, such that many now evaluate a company’s reputation on data privacy in the same way that they would aspects like product quality or overall customer experience.  For businesses, this paradigm shift is crucial. The role of customer data protection… Continue reading The Value Exchange: Unveiling the Commercial Impact of Customer Data Privacy

As the shift away from third-party cookies has demonstrated so clearly, marketers need to find ways to be more self-reliant, particularly when it comes to data. Brands have increasingly relied on Customer Data Platforms to make the most of their first-party data, but that’s just one piece of the puzzle. Over the past few years,… Continue reading Navigating the Data Privacy Era: Is Your CDP Future-Ready?

As we move further into a mobile-first world, marketers are focusing more heavily on the value of first party data for mobile app marketing. Mobile operations systems like Apple and Google are placing more emphasis on their privacy and security features than ever before. In 2020, Apple released iOS 14, an update that requires mobile… Continue reading The Importance of a First-Party Data Strategy in Mobile App Marketing