Key Takeaways
In this webinar, we will discuss:
- The first-party data revolution - Increasing privacy regulations and incoming changes to audience tracking through cookies highlights the need for brands to plan to gain competitive advantage through 1st and 2nd-party data.
- Data fabric – How are brands using the cloud, data platforms and other technologies to maintain appropriate governance and scalability of a usable, secure data asset?
- Marketing agility – How is technology helping brands move away from monolithic IT data warehouses to enable speed to market and the agility demanded by the CMO? How is this adaptiveness improving outcomes through the cloud, artificial intelligence, and machine learning?
Detailed Overview
The events of 2020 have accelerated a change already underway in most organisations: increasing data on consumer behaviour from increased digital engagement complements a general rise in consumer expectations that has challenged brands to innovate to remain competitive. 76% of consumers expect brands to understand their needs and expectations.
At the heart of the customer, experience transformation is data. Brands are focusing on access to and relevancy of customer data to achieve more relevant experiences and deliver higher returns through informed decision-making, but accessing data is not always easy. In most organisations, marketing teams are not typically custodians of customer data, so collaboration is essential to marketing success – through technology and process – to achieve a sustainable balance of data management and data operationalisation. Similarly, marketing activities are a source of valuable customer data and must be considered an integral pillar of the overall data strategy of brands.
Platforms such as customer data platforms (“CDPs”) and cloud data environments are often the solution brands are adopting to solve their data needs, but what are these and why are brands adopting them? In an industry often driven by trends, the proliferation of such tools can cynically be dismissed as nothing more than a frenzied whirlwind of procurement hysteria. At the same time, the true business value is left behind. Success goes beyond the tech stack, and the strategy and processes brands are taking to solving their data needs are equally as important.
The question is – are you ready to give your customers the experiences they need, whenever and wherever they need you?
Note: Merkle Australia hosts this webinar, and you will be redirected to the registration page.
Data Transformation is Part 1 of a three-part webinar series.
