A CMO’s Guide to Zero-Party Data

By Pam Erlichman

By now, almost every CMO should have a mandate to acquire more first party data (if not, please call me ASAP). The impending doom of a cookieless future, coupled with iOS changes already in effect, and endless changes to privacy regulations, have marketers scurrying to solve how their brands will reach consumers effectively and in a personalized and relevant way.

The answer is quite simple really, and refreshingly puts us all on the side of consumer trust and transparency (not the shady “stuff” that has been going on for years that put us in this situation to begin with). The answer is zero-party data — but I’m getting ahead of myself. First, let’s back the train up a few stations.

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Courtesy of Association of National Advertisers