In January of 2020, the California Consumer Privacy Act will go into effect and change marketing forever. At the same time, a decade of increased marketing budgets and growing technology stacks have failed to deliver customized content experiences at scale that consistently lead to more conversions and higher sales.
The struggle is real in dealing with media and data volatility, but there's no challenge that can't be leveraged for greater marketing success. Let's discuss five ways how you can be a compliant, lean and productive content marketer by the end of 2019.
5 Takeaways for Participants
· Grasp the need for customer data platforms and better data governance, ready for tightening privacy regulations.
· Obtain a holistic view of each customer and unique audience segments in the data you have today.
· Forget personas, and turn customer journey mapping into real-time analysis of what customers want and how they behave.
· Reduce operating expenses and drive higher sales.
· Leverage machine-learning to develop better content and influence the product development process.
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The Five Blessings from Customer Privacy - Tim Hayden, Brain+Trust Partners
1. Tim Hayden
PRESIDENT & CO-MANAGING PARTNER
BRAIN+TRUST PARTNERS
SAN FRANCISCO ~ MAY 23 – 24, 2019 | DIGIMARCONSILICONVALLEY.COM
#DigiMarConSiliconValley
The Five Blessings from
Customer Privacy
KEYNOTE
3. Business
Transformation
Impacts Every
Corner of
Your Brand
Globalization
of Stakeholders &
Public Policymaking
Disparate
Systems &
Platforms
Rapid
Technology
Evolution
Bots &
Fake News
Changing
Organizational
Structures
Convergence
of Comms + Marketing
Analyzing and measuring
non-textual content/UGC
3
21. Connect Understand Act
Find all the relevant data
sources and work with a
CDP to get everything in
one place
Use machine learning and
data science to
understand what
customers want most
Develop strategy, tactics,
and execution to migrate to
digital-first customer focus
21
34. Shopping for a CDP
• Established API connector portfolio
• High cardinality
• IoT/machine and device data
• Machine learning/predictive modeling
• Cloud or on-premise?
• Marketer friendly/UI
32
36. Leading in Transformation
Chemistry
Blending the best in
class customer
experience with the best
in class customer focus
Knowledge
Superior data science
and machine learning to
leverage all data
Focus
Transitioning focus from
internal to external
36