Path To Personalization: An AdAge White Paper Webinar w/ Live Q&A

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This is a podcast episode titled, Path To Personalization: An AdAge White Paper Webinar w/ Live Q&A. The summary for this episode is: As the sun sets on third-party cookies, a new study reveals marketers are anxious about personalizing customer data at scale, but also understand that deeper insights are the key to thriving in this new landscape. 86% of marketers say they are reducing their reliance on cookies and third-party data while 92% agree one-to-one personalization is important when engaging consumers. However, only 23% are executing personalization well right now. We cover 4 chapters needed when considering a personalization strategy. <ol><li>The White Paper Criteria and Stats</li><li>The 101 on Zero-Party Data</li><li> The Value Exchange Economy</li><li>The Tools & Skills Needed to Execute</li></ol>We will also dig into the stats from this white paper survey so you can benchmark your current capabilities and discuss how to tackle the hurdles across your martech stack, how to bridge your knowledge gap and share which data you need to personalize at scale. We’ll even show you how to collect and make it actionable.

Key Takeaways

The 4 Chapters We'll Cover

01:38 MIN

The White Paper Survey Audience Make Up

00:36 MIN

Third-Party Data Defined

01:21 MIN

Stats Show Marketers Want To Ditch Third-Party Data

01:50 MIN

Stats Show Marketers Want To Personalize At Scale

01:37 MIN

The Different Types Of Data Defined

02:52 MIN

Why Psychographic Data Is Rocket Fuel

01:15 MIN

Getting Consented Data Is Key

00:51 MIN

Stats Show Marketers Are Not Yet Zero-Party Savvy

01:39 MIN

Scott Cunningham Chimes In On 3 Key Ideas

04:41 MIN

Why The Value Exchange Is Everything

01:49 MIN

Value Exchange Examples: 100 Million Data Records!

01:43 MIN

From Value Exchange To Personalization

02:00 MIN

How Clients Are Activating Zero-Party Data

04:17 MIN

Skyler Pace: Client Success Metrics Using Zero-Party Data

03:58 MIN

The Tools & Skills Needed To Execute

01:53 MIN

András Szőcs Talks Tech To Personalize

03:08 MIN

How To Vet the Tech You Need To Personalize

02:23 MIN

LIVE Q&A Section

13:32 MIN

DESCRIPTION

As the sun sets on third-party cookies, a new study reveals marketers are anxious about personalizing customer data at scale, but also understand that deeper insights are the key to thriving in this new landscape. 86% of marketers say they are reducing their reliance on cookies and third-party data while 92% agree one-to-one personalization is important when engaging consumers. However, only 23% are executing personalization well right now.

We cover 4 chapters needed when considering a personalization strategy.

The White Paper Criteria and Stats
The 101 on Zero-Party Data
The Value Exchange Economy
The Tools & Skills Needed to Execute

We will also dig into the stats from this white paper survey so you can benchmark your current capabilities and discuss how to tackle the hurdles across your martech stack, how to bridge your knowledge gap and share which data you need to personalize at scale. We’ll even show you how to collect and make it actionable.

Today's Guests

András Szőcs

|Head of Customer Program and Center of Excellence (Group Senior Director) at Salling Group

András was part of the Salling Group team that assessed their technology needs when looking to personalize their digital connection with consumers. Having nearly 20% of Denmark in their loyalty program alone, András knows what's needed to execute effectively. He shares his thoughts from about the technology needed to win.

András Szőcs on LinkedIn

Scott Cunningham

|Brand Safety & Privacy Expert, New Media Pioneer

Author of the "Defining Brand Safety" series by the Brand Safety Institute. He's the founder of the IAB Tech Lab, principal technology and program founder of the Trustworthy Accountability Group. He's the former head of product for Federated Media. He's the former president of Media Newsgroup Interactive. Was a pioneer in the development of usatoday. com. And more recently, you've probably seen him in the news as the architect of The News- Press ID. Great consultant with years of expertise.

Cunningham.Tech

Skyler Pace

|Digital Strategy Manager, Pure Archery Group

Skyler directs the consumer comms and interactive campaigns that touch the consumer audience for 7 brands in the Pure Archery Group. A collection of global sporting goods brands, PAG has adopted a strong zero-party data strategy and has been personalizing email, sms and websites based on psychographic data for years. He shares their results and amazing metrics behind this dedication to a personalized consumer journey.

Pure Archery Group