Infographic: The Cookies Are Crumbling
Retailers, with the heaviest focus on marketers, have been gathering data with grand visions of how to deploy and leverage it. Between collecting multiple data types and streams to fulfill their dream of personalization, retailers were left with data swamps leading to analysis paralysis of their teams due to the sheer depth of data with no clear path forward.
This need to further personalize the customer experience took a turn for the worse when consumers felt over-targeted and their privacy being violated with the use of second and third party data.
As we arrive at the deprecation of third party cookies for platforms such as Google, marketers are looking for new ways to gather actionable data – and thus the implementation of CDPs in their tech stack has grown in importance as a way to gather, unify and deploy their data to their marTech stack.
With the wide ranging impact of transaction data across an organization, it is no surprise that many retailers are beginning to explore solutions that better allow them to gather, manage, and act on their customer’s data.
We take a look at the widespread impact of this change below.