#174 The Future of Marketing Analytics with Cory Munchbach, CEO at BlueConic

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Jan 18, 2024

Cory Munchbach, CEO of BlueConic and a seasoned expert in marketing technology, dives into the evolving landscape of marketing analytics. She discusses the impending cookie phase-out and the rise of privacy-centric strategies. Cory highlights the importance of first-party data in nurturing consumer relationships, and examines the dynamic between data sharing and value exchange. The conversation also touches on the innovative potential of data clean rooms and the transformative impact of generative AI on personalized marketing.

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ANECDOTE

Data Success Stories

Mattel used first-party data to understand their collector base and created Mattel Creations.
Talia uses data to personalize customer experiences based on their lifecycle stage and provides relevant offers.

INSIGHT

Data Types

First-party data is collected directly from consumers, while third-party data is aggregated from various sources.
Second-party data is first-party data shared between two organizations.

INSIGHT

Data in Customer Lifecycle

Customer data is used throughout the customer lifecycle, from acquisition to retention.
It enables targeted offers, personalized engagement, and streamlined conversions based on individual customer journeys.

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Cookies were invented to help online shoppers, simply as an identifier so that online carts weren’t lost to the ether. Marketers quickly saw the power of using cookies for more than just maintaining session states, and moved to use them as part of their targeted advertising. Before we knew it, our online habits were being tracked, without our clear consent. The unregulated cookie-boom lasted until 2018 with the advent of GDPR and the CCPA. Since then marketers have been evolving their practices, looking for alternatives to cookie-tracking that will perform comparatively, and with the cookie being phased out in 2024, technologies like fingerprinting and new privacy-centric marketing strategies will play a huge role in how products meet users in the future.

Cory Munchbach has spent her career on the cutting edge of marketing technology and brings years working with Fortune 500 clients from various industries to BlueConic. Prior to BluConic, she was an analyst at Forrester Research where she covered business and consumer technology trends and the fast-moving marketing tech landscape. A sought-after speaker and industry voice, Cory’s work has been featured in Financial Times, Forbes, Raconteur, AdExchanger, The Drum, Venture Beat, Wired, AdAge, and Adweek. A life-long Bostonian, Cory has a bachelor’s degree in political science from Boston College and spends a considerable amount of her non-work hours on various volunteer and philanthropic initiatives in the greater Boston community.

In the episode, Richie and Cory cover successful marketing strategies and their use of data, the types of data used in marketing, how data is leveraged during different stages of the customer life cycle, the impact of privacy laws on data collection and marketing strategies, tips on how to use customer data while protecting privacy and adhering to regulations, the importance of data skills in marketing, the future of marketing analytics and much more.

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