Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Taking back responsibility for customer data

With the death knell for cookies fast approaching and FLoC disappearing over the horizon, it’s a good time to consider that maybe third-party data was never as good as it was cracked up to be.

First-party data gives marketers far more control but needs careful management, says Tom Bianchi, EMEA CMO at Acquia

It is an obvious statement to say that the more information brands hold about their customers, and the higher the quality of that information, the more accurate and relevant the marketing of products and services can be. In today’s digital world, it’s a safe bet that much of the customer insight utilised by marketers comes from third-party cookies. This has always, however, been something of a scattergun approach, as the science behind cookies is not very sophisticated.