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2020 Marketing Imperatives Webinar Series - Imperative Two: Take Ownership of Identity

Original Presentation Date

Mar 17, 2020

Key Takeaways

Detailed Overview

The very definition of marketing is in the midst of a meaningful change, because of rapid shifts in consumer behaviour. Forces like the direct-to-consumer business model are taking the need for personalisation to a new level. Netflix, Uber, Dollar Shave Club, and their ilk, have materially changed customer expectations around the ways they interact and engage with brands.

CMOs find themselves adjusting to these forces, while at the same time adjusting to increased privacy concerns, as General Data Protection Regulation (GDPR) spark further regulation. The CMO is in the driver’s seat of a major pivot in the marketing approach that must be carried out across the entire organisation.

Join our experts as they dive into today’s most pressing challenges and opportunities for marketing leaders in the second part of our 2020 Marketing Imperatives webinar series.

Leveraging identity as a key business advantage for organisations is a challenge to accomplish, but if done right, it will drive efficiencies and effectiveness across marketing and media programs. Leveraging identity will help you understand customers and deliver value to them across their various experiences and transactions with your brand. Merkle’s Matt Heffer and Nicholas McCarthy share how brands will need to approach identity to deliver on the total customer experience through:

  • Building a private ID graph
  • Enabling data clean rooms for analytics
  • Maximising addressable targeting

We encourage you to download your copy of the Marketing Imperatives eBook ahead of the webinar.


Matt Heffer

Vice President, Solutions EMEA

Nick McCarthy

SVP, EMEA Alliances Director