More Than a Product Quiz: Zero-Party Data Across the Customer Lifecycle

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Presented by

Stephanie Liu, Privacy & Marketing Analyst, Forrester

About this talk

When it comes to walking the line between personalization and creepy marketing, Forrester Analyst Stephanie Liu is the expert. Stephanie specializes in marketing and privacy, and a focus on the balance between privacy, trust and consumer expectations. In this session, she’ll explore how the death of the cookie, otherwise known as data deprecation, will disrupt how many marketers operate – and how zero-party data is the solution many marketers are looking for. Takeaways: 1. Four forces of data deprecation are drastically limiting marketers' access to consumer data. 2. Zero-party data can help marketers personalize without being creepy -- if they use it strategically. 3. The key to zero-party data is how you collect it: transparently and in exchange for a value or benefit.
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