Ahead of his session at our BIMA Springboard event on 6 May we caught up with Tom Bianchi, VP Marketing EMEA at Acquia. We asked him 2 quick questions about the challenges associated with creating a first-party data strategy, in light of Google’s cookieless world…
The biggest challenge for most organisations today, is that they can’t turn the 1st party data they already have from their customers into something actionable. Very often customer data is scattered across the organisation, with billing history in a finance system, website interaction details in a CMS, email engagement in a marketing automation system and it’s not easy to create a true customer 360 view. Changing data privacy laws and the death of the cookie is only going to compound this issue further and organizations must pay attention to their data strategy quickly.
I think there are several that are changing the game. We can all think of organisations that have a great digital experience for users but the common thread between those that do it really well, is that they usually require you to log in and share your personal data. Think about how Peleton has changed the exercise bike, or how Deliveroo has changed the food delivery game. Both of these experiences provide additional value through intuitive engagement and trust is built to the point you’re willing to share more data with these brands and pay a premium for that experience.
Tom will be live at 1.55pm on stage 6 May. Grab your tickets here.