Companies are sitting on goldmines of data, but putting that data into action across teams has its challenges. Adding to the complexity is Google’s plan to end third-party (3P) cookies. While the cookiepocalypse was recently delayed (again), marketers are preparing for the inevitable by shifting focus to first-party (1P) data for sustainable audience targeting and campaign effectiveness.
Chris Sell and I started GrowthLoop after leaving Google because we as marketers were struggling to activate our first-party data due to a lack of access and visibility into the data.
Over the years, I’ve seen firsthand some common missteps that not only prevent marketing teams from fully realizing the value of their first-party data but can also wind up costing them unnecessary time and money.
