The focus on customer data and specifically the need to have actionable first-party data has dramatically increased over the past 12 months since Google announced that Chrome would no longer support thirdparty cookies. But it’s not just the threat of a cookie-less world that should prompt a re-set, it’s also the desire for customers to have more control over their data and a greater imperative for marketers to deliver more connected, relevant and personalised experiences.
However, for those of us who have spent many years working with customer data, we know that collecting information on customers is the (relatively speaking) easy part. The real challenge lies in the ability to transform customer data into actionable insight that can be applied and deployed across the business to increase the volume and value of customers.
