So enjoy the ride.” As well said by Alexander Chen, Director of Creative Lab at Google: “When we build AI responsibly, it’s a powerful anabler that expands our possibilities and potential… No matter how much AI improves, it is not a marketer. It does not have taste. It does not have ingenuity. That’s why sets you apart.” – Alexander Chen – Director, Creative Labs at Google Data-Driven Marketing We all know that, more than ever, data is gold.
Provides deeper insights into consumer behavior. This year, the focus was on freight forwarders brokers email lists taking this data to drive smarter marketing strategies. With Google planning to phase out third-party cookies by 2025, marketers are looking for alternatives to gather and utilize data effectively and ethically. Apple’s privacy updates, such as App Tracking Transparency, are pushing marketers to adapt. These changes require brands to find new ways to collect and use data responsibly while respecting user privacy.
First-party data allows brands to really ‘read their audience’s minds’! Providing deeper customer insights and leading to more personalized and effective campaigns. Experian highlighted that campaigns leveraging first-party data significantly boost ROI and customer engagement. As Denise Persson, CMO at Snowflake, put it, “Marketing has always been all about, how do I continue to optimize and how can I do more with less? AI will be big for these use cases.