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State of the CDP: Key Findings to Help You Adapt to the New Digital Era

The rapid shift to digital channels during COVID-19 was only one change among many for marketers in 2020. Along with this increased digital demand, third-party cookies have started to crumble and strict data privacy laws are being passed all while marketing budgets are being cut.

So what is the key to adapting to these changes in 2021?

In our new State of the CDP report, we surveyed 300 marketers in the US across 5 major industries to find out and found that those challenges have solidified the CDP’s positioning in the center of organizations’ marketing stacks. Tune in to this panel to see our key findings like:

- Why CDPs have become vital to marketing success
- 6 ways marketers are adapting to change with a CDP
- How to find a CDP that makes integration easy
- 3 important factors to help you quantify CDP ROI
- Why data privacy and compliance continue to be a top priority
Recorded Apr 15 2021 45 mins
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Presented by
Nicole Burt, Sr. CSM, and Jay Calavas, CIO, Matt Parisi, Director of Product Marketing, and Jamie Wells, SC
Presentation preview: State of the CDP: Key Findings to Help You Adapt to the New Digital Era
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  • What’s Next for Advertisers After 2022? Masterclass Recap Jun 29 2021 5:00 pm UTC 45 mins
    Tealium Masterclass Speakers
    Session 5 of our Masterclass Series: Preparing for Life Beyond the Third-Party Cookie

    Now that you’ve gone from the basics to best practices for advertising and analytics in a cookieless world let’s talk about what’s next. While 2022 may be at the forefront of your conversations today, more changes will continue to pop up.

    Join this session to be a part of an engaging conversation around:

    - The future of the advertising ecosystem
    - How the future can impact your planning today
    - How to get a step ahead on future-proofing your advertising efforts
  • Show Me You Care: Why You Should Be Talking About Privacy and Value-Exchange Jun 10 2021 5:00 pm UTC 45 mins
    Maltie Maraj, Sr Corporate Council, Ted Sfikas, Regional VP, Solutions Consulting, and Julian Llorente, Director of Product
    Session 4 of our Masterclass Series: Preparing for Life Beyond the Third-Party Cookie

    We’re well into 2021 and data privacy has continued its push out of the InfoSec and legal team agenda and into the customer experience. Whether data privacy conversation takes the context of shifting consumer attitudes, new regulations or technology changes – the fact remains that privacy is now an integral piece of marketing and customer experience.

    Join this session to discover:

    - How privacy is driving changes in your advertising and measurement strategy
    - Strategies to power privacy
    - Key ways to build up customer trust with first-party data
  • The Essential Components of Your MarTech Stack for 2021 Jun 3 2021 5:00 pm UTC 38 mins
    Jake Spencer, Product Marketing
    2020 was a transformative year with an extreme acceleration of digital business. Now that it’s 2021, it’s time to evaluate how to build and optimize the best tech stack to be successful in this new digital age.

    Join us for an informative discussion of the most critical components in your tech stack to connect with your customers, ensure data privacy, generate insights, and drive growth. You’ll also learn:

    - The anatomy of a marketing tech stack
    - Critical capabilities for 2021
    - How to build a strong customer data foundation to optimize experiences
  • How a CDP Can Solve the Identity Crisis May 25 2021 5:00 pm UTC 45 mins
    Sav Khetan, VP of Product, and Sarah Sambell, Manager of Customer Success, Tealium
    Session 3 of our Masterclass Series: Preparing for Life Beyond the Third-Party Cookie

    Ever since third-party cookies started going away, a new term began popping up called the universal identifier. Everyone from IAB Tech Lab’s DigiTrust, the Advertising ID Consortium, and TradeDesk’s Unified ID 2.0 have proposed new identifiers to help advertisers better understand and market to their customers.

    So which one should you be thinking about to help identify your customers that are about to become anonymous?

    In this session, we’ll be talking about identity - and how you should be thinking about identity in a world without third-party cookies. Join to learn:

    - How a CDP can help you build up an identity graph and stitch together the right pieces of data in order to map a consumer’s journey to all of his or her devices for a unified view crucial to campaign planning and analysis
    - Strategies for authentication
    - How you can encourage your customers to form more one-to-one relationships with you
  • Cooking Up Complete Customer Views with Thryv Recorded: May 6 2021 36 mins
    James Burnham, Digital Strategist at Tealium and Ty Bishop, Marketing Analytics Manager at Thryv
    Digital engagement has grown and will only continue to grow from here. So now more than ever, data will be a fundamental ingredient to your customer experiences. That’s why we’re teaming up with software company, Thryv, to share our recipes for spicing up your digital experiences.

    Join us to get tried and true recipes for use cases like:

    - Turning the heat up on engagement
    - Finding new customers without relying on third-party cookies
    - Grilling up customer insights in real-time

    *Giveaway no longer active*
  • Dude, What About My DMP? Thinking About Data Post Third-Party Cookie Recorded: May 5 2021 46 mins
    Jamie Wells, Director of Solutions Consulting, and Matt Parisi, Director of Product Marketing, Tealium
    Session 2 of our Masterclass Series: Preparing for Life Beyond the Third-Party Cookie

    So you’ve relied on your data management platform (DMP) for the last decade to build audiences as well as to measure and run campaigns. What now? If you are feeling lost -- let us tell you that you aren’t alone.

    As eConsultancy reports, only 36 percent of marketers feel they have a good handle on what a cookieless future will look like.

    In this webinar, we’ll talk about:
    - How to build a first-party lead advertising strategy
    - The key technologies to help you continue to get the data you need to build audiences and active campaigns
    - How to leverage your first-party data to optimize your work with walled gardens, take a spin with contextual advertising, drive real-time engagement, and measure your campaigns
  • Walking the Privacy and Personalization Tightrope in 2021 Recorded: Apr 29 2021 47 mins
    David Morris, Tealium and special guest Stephanie Liu, Forrester
    The digital marketing times are changing. The rules of how we target and measure customer behavior are being rewritten. Access to customer data is shrinking. And respecting and honoring consumers’ privacy has never been more critical, nor more of an opportunity.

    The customer data landscape is shifting in this very moment. How is your data strategy evolving alongside it?

    Join Tealium with special guest, Forrester Analyst, Stephanie Liu, for a discussion on how to succeed in this new era of customer experience. We’ll cover topics from our new State of the CDP report like:

    - The tech trends, regulations and consumer privacy expectations conspiring to drastically shift how brands can use customer data for targeting and analytics/attribution
    - The ways that personalizing experiences and measuring customer behavior will need to be adjusted to accommodate these changes
    - How you can leverage a first-party, privacy-centric data strategy to fill the gap and provide competitive differentiation using customer data
  • So Your Cookie Crumbled, What's Next? Recorded: Apr 21 2021 55 mins
    Jake Spencer, Director of Product Marketing, and Travis Cameron, Regional VP of Strategic Partnerships, Tealium
    Session 1 of our Masterclass Series: Preparing for Life Beyond the Third-Party Cookie

    For the last few years, marketers have been playing whack-a-mole with the changes to how browsers handle first and third-party cookies that were once critical to the way ads were targeted and campaigns were measured. But 2022 more than likely marks a point-of-no-return. For most advertisers, this paradigm shift presents both challenges and opportunities as they reimagine their strategies for customer acquisition but also for opportunities.

    In this introductory webinar, we’ll cover how shifting consumer attitudes, new regulations, and technology changes will impact the ways you advertise and measure campaigns. We’ll also discuss strategies to ensure that life can carry on by leading with and leveraging your first-party data.

    We’re here to say that not only can you survive without the third-party cookie—you can thrive in a completely new digital marketing world where customer relationships are built on a foundation of real-time engagement and trust.

    This class will set the foundation for the rest of the series where we’ll dive further into additional topics.
  • 3 Proven Recipes for Increasing Loyalty and Retention Recorded: Apr 18 2021 35 mins
    James Burnham, Digital Strategist
    Customer data is the key ingredient to driving loyalty and retention. Why? Because you can only proactively identify and target high-risk and high-value customers when you have a complete and accurate picture of your relationship.

    Join Digital Strategist, James Burnham to learn how to create digital experiences that keep your customers coming back for seconds. We’ll also share tips for:

    - Reducing churn by driving proactive advertising for high risk customers
    - Increasing engagement with customers who are most likely to purchase
    - Using predictive insights to fuel loyalty campaigns

    NO PURCHASE OR PAYMENT OF ANY KIND IS NECESSARY TO ENTER OR WIN

    One entry per participant in the event hosted by Tealium Inc., including any of its affiliates or subsidiaries (“Tealium”). Odds of winning depend on number of entries received. Winners will be selected randomly. Open to Tasty Tech: 3 Proven Recipes for Increasing Loyalty and Retention attendees only. Following selection and confirmation of winners, a representative from Tealium will contact the winners using the contact information provided at entry. Winners will be responsible for any applicable taxes. By submitting your contact information you agree that Tealium may use such information to contact you for sales and marketing purposes. Void where prohibited by law or regulation.
  • State of the CDP: Key Findings to Help You Adapt to the New Digital Era Recorded: Apr 15 2021 45 mins
    Nicole Burt, Sr. CSM, and Jay Calavas, CIO, Matt Parisi, Director of Product Marketing, and Jamie Wells, SC
    The rapid shift to digital channels during COVID-19 was only one change among many for marketers in 2020. Along with this increased digital demand, third-party cookies have started to crumble and strict data privacy laws are being passed all while marketing budgets are being cut.

    So what is the key to adapting to these changes in 2021?

    In our new State of the CDP report, we surveyed 300 marketers in the US across 5 major industries to find out and found that those challenges have solidified the CDP’s positioning in the center of organizations’ marketing stacks. Tune in to this panel to see our key findings like:

    - Why CDPs have become vital to marketing success
    - 6 ways marketers are adapting to change with a CDP
    - How to find a CDP that makes integration easy
    - 3 important factors to help you quantify CDP ROI
    - Why data privacy and compliance continue to be a top priority
  • Building a Best-in-Class MarTech Stack with Molekule Recorded: Mar 30 2021 39 mins
    Jake Spencer, Director of Product Marketing at Tealium and Cezanne Huq, Senior Director of Growth at Molekule
    From 2012 to 2020 the landscape of martech has grown by over 5,000% according to chiefmartech.com. It’s no secret that marketers love their data and analytics tools but integrating critical customer data with your experience, advertising and analytics tools is a lot of work.

    Gartner recently found that marketing leaders are only leveraging 58% of their tech stack, leaving potential opportunities for engagement and analysis untapped. Why? A desire to use best-in-class tools but hurdles in getting those tools to work together.

    In this panel, we’re teaming up with Molekule’s Senior Director of Growth, Cezanne Huq, to talk about some of the strategies they relied on to build an integrated, best-in-class stack. We’ll also cover topics like:

    - How to measure the efficiency of your stack
    - Tips for maximizing tech stack ROI
    - Which pieces of your tech stack you should build vs buy
  • How To Build The Perfect MarTech Stack in 2021 Recorded: Mar 22 2021 48 mins
    Jake Spencer, Director of Product Marketing, Tealium
    If 2020 taught marketers anything it's how to stay agile with your tech, processes and people so you can quickly adapt when things change. Join this session to learn how to build the best martech stack for your business so you can drive the best experiences possible for your customers!
  • How to Connect your Customer Data to Glean Powerful Analytics and Insights Recorded: Mar 18 2021 39 mins
    Matt Gray, VP Global Partnerships at Tealium
    Customer data is plentiful these days as there are more things happening on digital than ever before. But even the most technologically savvy of brands are struggling with how to connect their data to truly be able to glean powerful metrics and insights they can take action on to provide better experiences. Join this session to learn:

    • How a solid data foundation will help you acquire, convert and retain loyal customers for life
    • Key ways to be able to put trust in your data so you can easily see impactful insights that helps you make important shifts
    • Why you will become the data hero at your organization after following these steps
  • Tools, Techniques and Strategies for Managing Enterprise Data Recorded: Mar 16 2021 48 mins
    David Yakobovitch, Bob Trevelyan, Matt Demmler, Ester Liquori, Matt Gray
    Join this panel of industry experts and discover how enterprises are transforming their big data management strategies to drive significant improvements to data wrangling and improve data accuracy and efficiencies.
    You'll learn about:
    - The latest tools organizations are utilizing to govern, prepare and analyze their data
    - Opportunities and challenges to be aware of when building an enterprise data strategy
    - Best practices for managing and analyzing big data for enterprise insights
    - And more!
  • Cooking Up Complete Customer Views with Thryv Recorded: Feb 25 2021 36 mins
    James Burnham, Digital Strategist at Tealium and Ty Bishop, Marketing Analytics Manager at Thryv
    Digital engagement has grown and will only continue to grow from here. So now more than ever, data will be a fundamental ingredient to your customer experiences. That’s why we’re teaming up with software company, Thryv, to share our recipes for spicing up your digital experiences.

    Join us to get tried and true recipes for use cases like:

    - Turning the heat up on engagement
    - Finding new customers without relying on third-party cookies
    - Grilling up customer insights in real-time

    NO PURCHASE OR PAYMENT OF ANY KIND IS NECESSARY TO ENTER OR WIN

    One entry per participant in the event hosted by Tealium Inc., including any of its affiliates or subsidiaries (“Tealium”). Odds of winning depend on number of entries received. Winners will be selected randomly. Open to Tasty Tech: Cooking Up Complete Customer Views with Thryv attendees only. Following selection and confirmation of winners, a representative from Tealium will contact the winners using the contact information provided at entry. Winners will be responsible for any applicable taxes. By submitting your contact information you agree that Tealium may use such information to contact you for sales and marketing purposes. Void where prohibited by law or regulation.
  • Building Customer Trust and Connection with FinTech Customer Data Recorded: Feb 24 2021 27 mins
    Jamie Wells, Director of Solutions Consulting, Tealium
    According to LSA, 93% of check cashing consumers, 81% of loans and mortgage consumers, and 54% of tax return preparation consumers did not have one company in mind while searching. That means that FinTech and FinServ organizations have a huge opportunity to create really powerful experiences for prospects that will create loyal members for life. This means that providing trusted, personalized and great customer experiences is more important now than ever. Join this session to see the key tactics FinTech businesses can take to create better connections with their customers and more meaningful experiences along the way. Walk away knowing:

    - Key ways to keep financial data safe, secure and connected
    - How having this connected data can transform your relationship with your customers
    - Why building customer trust is more important now than ever
    - And so much more!
  • A Toolbook for Modernizing Financial Services Data Security Policies Recorded: Feb 24 2021 63 mins
    Rob Clyde (Isaca), Carol Nolan Drake (Carlow Consulting), Jamie Wells (Tealium) & Ulf Mattsson (Protegrity)
    In 2020, the importance of privacy to consumers increased as the pandemic drove digital engagements, according to Deloitte. The media drives awareness of security breaches, making consumers hesitant to share personal data unless incentivized. When they do, they are at risk because data privacy policies are not comprehensive at some financial institutions. Communications regulations are followed, but they often lack personalization and transparency. Data treatment is also an issue, as employees often contribute to security breaches.

    New digital banks offer more transparency and a more modern customer experience, so consumers leave traditional banks. How can more financial services institutions create data privacy policies that keep their customers safe & reduce churn?

    Join this webinar to understand:
    The importance of a data security policy for financial institutions
    How to obtain and handle external data effectively.
    How to manage internal data effectively.
    How to reduce the frequency and impact of employee-created breaches

    Speakers:
    Rob Clyde, Chair - Board of Directors, ISACA
    Carol Nolan Drake, Founder & President/CEO, Carlow Consulting LLC
    Jamie Wells, Director of Solutions Consulting, Tealium
    Ulf Mattsson, Chief Security Strategist, Protegrity
  • 3 Proven Recipes for Increasing Loyalty and Retention Recorded: Feb 4 2021 36 mins
    James Burnham, Digital Strategist
    Customer data is the key ingredient to driving loyalty and retention. Why? Because you can only proactively identify and target high-risk and high-value customers when you have a complete and accurate picture of your relationship.

    Join Digital Strategist, James Burnham to learn how to create digital experiences that keep your customers coming back for seconds. We’ll also share tips for:

    - Reducing churn by driving proactive advertising for high risk customers
    - Increasing engagement with customers who are most likely to purchase
    - Using predictive insights to fuel loyalty campaigns

    NO PURCHASE OR PAYMENT OF ANY KIND IS NECESSARY TO ENTER OR WIN

    One entry per participant in the event hosted by Tealium Inc., including any of its affiliates or subsidiaries (“Tealium”). Odds of winning depend on number of entries received. Winners will be selected randomly. Open to Tasty Tech: 3 Proven Recipes for Increasing Loyalty and Retention attendees only. Following selection and confirmation of winners, a representative from Tealium will contact the winners using the contact information provided at entry. Winners will be responsible for any applicable taxes. By submitting your contact information you agree that Tealium may use such information to contact you for sales and marketing purposes. Void where prohibited by law or regulation.
  • The Essential Components of Your MarTech Stack for 2021 Recorded: Jan 26 2021 38 mins
    Jake Spencer, Product Marketing
    2020 was a transformative year with an extreme acceleration of digital business. Now that it’s 2021, it’s time to evaluate how to build and optimize the best tech stack to be successful in this new digital age.

    Join us for an informative discussion of the most critical components in your tech stack to connect with your customers, ensure data privacy, generate insights, and drive growth. You’ll also learn:

    - The anatomy of a marketing tech stack
    - Critical capabilities for 2021
    - How to build a strong customer data foundation to optimize experiences
  • Managing the Marketing Machine: Tools and Tricks Recorded: Jan 21 2021 64 mins
    Darrell Alfonso (Marketing, Amazon), Nav Singh (Director, Marketing - Egnyte) Jacob Spencer (Director, Marketing - Tealium)
    Running an effective marketing machine requires expert organization and processes. The perfect harmony of people, process, and technology is at the heart of any successful marketing campaign. This special session will dig into the tools and tactics marketing experts are leveraging to manage their marketing plans and resources.
Powering real-time customer engagement
Tealium powers the new era of real-time customer engagement and marketing, enabling global businesses to unlock their customer data and create more meaningful, relevant customer experiences. The company’s industry-leading customer data platform, comprised of an enterprise tag management solution, omnichannel customer segmentation and action engine, and suite of rich data services, creates a vendor-neutral data foundation that spans web, mobile, offline and IoT.

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  • Title: State of the CDP: Key Findings to Help You Adapt to the New Digital Era
  • Live at: Apr 15 2021 6:00 pm
  • Presented by: Nicole Burt, Sr. CSM, and Jay Calavas, CIO, Matt Parisi, Director of Product Marketing, and Jamie Wells, SC
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