What’s keeping businesses from succeeding with first-party data?

What’s keeping your business from succeeding with first-party data? Is it silos in your tech? Silos in your organizational structure? What about internal politics?

With the demise of cookies and an always shifting privacy landscape, marketing organizations continue to hear about the value of first-party data. But having success with first-party data isn’t as easy as it first appears.

In today’s episode of Conversations with MarTech, we’re talking to Alexandra Theriault, CRO of Lotame, which is now part of Epsilon, who shares what she’s seen from businesses that are seeing success with first-party data.

And in case you think first-party data just doesn’t apply to your brand, Alexandra will explain how an egg company is making the most of its first-party data.

Episode guide

0:43: Meet Alexandra Theriault

1:06: What adds complexity to first-party data strategies?

2:44: What causes data silos?

4:54: How do you get disparate groups to collaborate around data?

6:57: Which team should take the lead on first-party data?

8:16: Does having data at the center of the martech stack impact outcomes?

10:16: Are some industries getting more from first-party data and others, and why?

This podcast is produced by MarTech, a Third Door Media property.