How to Connect All Your Data [Video]
Customer data is the ultimate treasure for business success. By correctly using the data, you can take accelerate your sales.
Merkle’s Matt Austin has published a video ‘How to Connect All Your Data’ to help you manage your data.
He says, “Marketers today build their identity graphs based on customer data at the individual name and address level. From there, emails are associated to the individual and used to extend to third-party cookies and devices. You need to maintain the core of your identity graph (name, address, and email), but focus your investment toward first-party digital identity enabled through first-party cookies. The first-party cookie is deployed on a consumer’s browser and is specific to a brand’s site. The first-party cookie provides the ability to link onsite digital activity to the identity graph. This association becomes the fundamental building block going forward to maximize first-party generated addressable opportunities”.
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