Data is the Key to Knowing What You Don’t Know About Consumers

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As businesses turn to what’s readily available to them, first-party data strategies have emerged as a powerful tool for understanding the buyer’s journey. But the challenge is effectively collecting, managing, and driving the most value from this data in order to understand both known and unknown consumers.

Ad Tech and Privacy

CDPs Can Deliver Bottom-Line Results — If Used as Intended

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A CDP won’t necessarily replace as many tools in the business’ tech stack as some business leaders might hope. We need to understand a CDP’s real capabilities and set reasonable expectations for their overall utility.