The legacy brand has been working to build up its customer base, especially amongst younger shoppers, all while mounting data privacy initiatives have made digital marketing more difficult for marketers.
As the burger chain looks to cast a wider net, targeting and capturing more shoppers, it has focused on 'Unified ID kind of targeting' or alternative identifiers created from an email address or phone number, and lookalike modeling as opposed to cookie tracking, he added.
#digital-marketing #data-privacy-initiatives #customer-targeting #third-party-cookies #advertising-strategies
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