MarTech Podcast ™ // Marketing + Technology = Business Growth The Rise Of Data Collaboration
Aug 9, 2024
Alexandra Theriault, Chief Growth Officer at Lotame, dives into the rapidly changing data landscape as third-party cookies fade away. She explores innovative data collaboration strategies, emphasizing the importance of merging first-party data with external partners. The discussion highlights challenges like data balkanization and the need for secure environments for effective data sharing. Alexandra explains how brands can utilize complementary data sets to improve marketing efforts and drive innovation, all while navigating complex regulations.
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Data Collaboration Evolution
- Data collaboration is evolving with new players and solutions emerging.
- It involves joining data sets in secure environments for richer insights and optimized campaigns.
Data Collaboration Challenges
- Businesses face challenges unifying different data sets from various sources.
- Marrying first-party data with external data is crucial for understanding buying behavior and measurement.
Data Collaboration Use Cases
- Data collaboration helps understand ideal customer personas and tailor product offerings and content.
- It enables brands and media owners to assess customer overlap and prioritize ad spending.