First-party data offers strategic value as third-party cookies vanish and privacy rules tighten. Businesses face technical and organizational silos, plus internal politics, that block effective data use. Successful organizations align cross-functional teams, break down data silos, and clarify ownership and governance to coordinate around first-party data. Centralizing customer data within the martech stack can improve targeting and measurement when supported by collaboration and clear decision rights. Industries differ in readiness and benefit from first-party data depending on customer touchpoints and data collection opportunities. Practical examples show even unexpected brands can leverage first-party signals to drive marketing outcomes.
What's keeping your business from succeeding with first-party data? Is it silos in your tech? Silos in your organizational structure? What about internal politics? With the demise of third-party cookies and an always-shifting privacy landscape, marketing organizations continue to hear about the value of first-party data. But having success with first-party data isn't as easy as it first appears.
In today's episode of Conversations with MarTech, we're talking to Alexandra Theriault, CRO of Lotame, which is now part of Epsilon, who shares what she's seen from businesses that are seeing success with first-party data. And in case you think first-party data just doesn't apply to your brand, Alexandra will explain how an egg company is making the most of its first-party data.
Episode guide 0:43: Meet Alexandra Theriault 1:06: What adds complexity to first-party data strategies? 2:44: What causes data silos? 4:54: How do you get disparate groups to collaborate around data? 6:57: Which team should take the lead on first-party data? 8:16: Does having data at the center of the martech stack impact outcomes? 10:16: Are some industries getting more from first-party data and others, and why?
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