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How to Solve Identity Challenges Using Promotions & Loyalty: Featuring Winterberry Research​

Original Presentation Date

Sep 23, 2020

Key Takeaways

Attendees of this webinar will learn:​

  • Key findings of Winterberry Group’s Identity Outlook 2020 report​
  • How to leverage loyalty and promotions tactics to build a first-party data arsenal for marketing activation​
  • A framework for marketers to stand-up, build, activate, and optimize an identity resolution solution
  • Plus see a demo of Merkle’s identity resolution and data platform - Merkury

Detailed Overview

According to Winterberry Group’s Identity Outlook 2020, 60.4% of marketers will increase spending/emphasis of first-party data when third-party cookies are no longer supported across major browsers. But for brand marketers that have historically relied on awareness tactics, the world of identity and first-party data can be daunting. Loyalty and promotions programs are the sure path to this evolution—allowing marketers to solve for identity challenges by building a first-party data arsenal of high-value customers. Once identity and data are in one place, the data becomes a marketer’s secret weapon to activate the total customer experience.​


Bruce Biegel

Senior Managing Partner, Winterberry Group

Gerry Bavaro

Chief Strategy Officer, Merkury, Merkle

James Riess

SVP, Strategy and Insights