Eyeota CEO and Co-Founder, Kristina Prokop sat down with Michael Gorman, SVP of Product and Marketing at ShareThis, to discuss how consumer behavior has changed since the onset of the pandemic as we approach a post-covid cookieless future and how this has influenced the way brands use data. Here is a summary of the key points touched upon.
While organizational culture can accelerate the application of data analytics, amplify its power, and steer companies in the right direction for better decision-making, knowing what to spend the investment on in terms of technology and talent is fundamentally important.
Establishing a data-driven culture is key for business innovation and creating a data-driven culture is a challenge that many organizations have to face. However, the payoff is one of increased business competitiveness, optimized organizational efficiency, and commercial innovation to stay ahead of the curve.
As the marketing world moves into a cookieless reality, the importance of strong first-party data is being emphasized on a number of fronts. In particular, there’s a tremendous amount of momentum behind leveraging first-party data onboarding as a means of continuing personalization efforts in a cross-channel capacity. But that’s only going to be part of the larger equation...
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