
News
Forbes identity's '1st party data as the cornerstone of marketing success'
September 11, 2023
In his article last month Tom Zawacki built the case for brands accelerating their 1st party data capabilities in the face of challenges across consumer privacy, customer engagement and marketing effectiveness. Zawacki anchors his viewpoint on the evolution on consumer relationships with brands, shifting from 'buyer beware' in the 1800s to a more trust-based relationship in present day. He directly connects the role of 1st party data with the ability to create, grow and sustain an 'audience'.