What’s keeping businesses from succeeding with first-party data?
We keep hearing about the value of first-party data, but successful strategies for capturing it and using it remain a challenge.
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What’s keeping your business from succeeding with first-party data? Is it silos in your tech? Silos in your organizational structure? What about internal politics?
With the demise of third-party cookies and an always-shifting privacy landscape, marketing organizations continue to hear about the value of first-party data. But having success with first-party data isn’t as easy as it first appears.
In today’s episode of Conversations with MarTech, we’re talking to Alexandra Theriault, chief growth officer of Lotame, which is now part of Epsilon, who shares what she’s seen from businesses that are seeing success with first-party data.
And in case you think first-party data just doesn’t apply to your brand, Alexandra will explain how an egg company is making the most of its first-party data.
Episode guide
0:43: Meet Alexandra Theriault
1:06: What adds complexity to first-party data strategies?
2:44: What causes data silos?
4:54: How do you get disparate groups to collaborate around data?
6:57: Which team should take the lead on first-party data?
8:16: Does having data at the center of the martech stack impact outcomes?
10:16: Are some industries getting more from first-party data and others, and why?
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MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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