Life After Cookies, The Path to Personalization
As the sun sets on third-party cookies, a new study reveals marketers are anxious about personalizing customer data at scale, but also understand that deeper insights are the key to thriving in this new landscape.
86% of marketers say they are reducing their reliance on cookies and third-party data while 92% agree one-to-one personalization is important when engaging consumers. However, only 23% are executing personalization well right now.
We will dig into the stats from this white paper survey so you can benchmark your current capabilities and discuss how to tackle the hurdles across your martech stack, how to bridge your knowledge gap and share which data you need to personalize at scale. We’ll even show you how to collect and make it actionable.
of marketers only customize content to segments of consumers, not on a one-to-one level
Author of the "Defining Brand Safety" series by the Brand Safety Institute. He's the founder of the IAB Tech Lab, principal technology and program founder of the Trustworthy Accountability Group. He's the former head of product for Federated Media. He's the former president of Media Newsgroup Interactive. Was a pioneer in the development of USAtoday.com. And more recently, you've probably seen him in the news as the architect of The News-Press ID. Great consultant with years of expertise. Visit Cunningham.Tech.
András was part of the Salling Group team that assessed their technology needs when looking to personalize their digital connection with consumers. Having nearly 20% of Denmark in their loyalty program alone, András knows what's needed to execute effectively. He shares his thoughts from about the technology needed to win.
Skylar directs the consumer comms and interactive campaigns that touch the consumer audience for 7 brands in the Pure Archery Group. A collection of global sporting goods brands, PAG has adopted a strong zero-party data strategy and has been personalizing email, SMS, and websites based on psychographic data for years. He shares their results and amazing metrics behind this dedication to a personalized consumer journey.
Richard Jones is the CMO at Cheetah Digital, where he oversees a global team that is responsible for all aspects of the brand, demand generation, digital marketing, corporate communications, and sales development. With more than 20 years of marketing, sales and strategy experience, Jones was previously the CEO of Wayin, a global leader in zero-party data collection and activation. There, he helped many of the world’s leading brands such as Daily Mail Group, NHL, Bauer Media, Vodafone, Priceline.com, Reckitt Benckiser, Air New Zealand, and Manchester City FC create zero-party data strategies. In July 2019, Wayin was acquired by Cheetah Digital and rebranded as Cheetah Experiences. Preceding his time at Wayin, Jones co-founded EngageSciences, which merged with Wayin in May 2016. Jones also led regional sales for the EMEA team at Eloqua.
Tim Glomb is the VP of Content and Data at Cheetah Digital where he leads the development of multimedia content to enable sales and marketing along with client success. Tim is also the founder of Audience Sherpa, a strategic consulting firm that helps brands such as Bowtech, Health-Ade Kombucha, and Leupold & Stevens build, manage, and engage consumer databases through services such as personalized messaging and privacy compliance.