Over the last 12 months, we've seen the sunsetting of Universal Analytics (UA), the rise of generative AI, and major fluctuations in consumer spending owing to persistent inflation and eye-watering interest rates. Yet, amid these transformations, one thing has remained constant: our reliance on data.
However, these won't do much without proper data management and cloud infrastructure. It is, therefore, imperative that we work on getting the fundamentals right before we dive into the exciting possibilities of these technologies.
The first thing to focus on is gathering and integrating first-party data, which will drive most of our marketing decisions in the coming months. This data compensates for the deprecation of third-party cookies and offers a strategic edge to those who utilize it effectively.
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