Posts by Florian Delval
How to Take Back Control of Your CX in a Post-Cookie World
You may have heard the sky is falling. According to recent headlines, the deprecation of third-party cookies and other changes to anonymous identifiers are “killing the marketing star” and “rewriting the bargain at the center of the internet.” Hyperbole aside, the death of the cookie is a massive change to business as usual for many…
Read MoreDMP Technology is Going Extinct — Now’s the Time to Evolve
The death of the cookie has been delayed, but we’re still marching toward a privacy-first future. Google’s plan to phase out third-party cookies has been pushed back from early 2022 to late 2023, yet privacy laws and regulations continue to tighten on every web browser around the globe and tech giants are making it harder…
Read MoreHow to Put the ‘Real’ in Real-Time Customer Experiences
Imagine you’re eating out at a new restaurant. Your waiter seems to know what you want even before you do. They take your order, bring your food and leave your check with lightning-fast efficiency. Worthy of a big tip and a five-star review, right? Not so fast. Speed alone doesn’t drive exceptional customer experiences. If…
Read MoreAdTech Earthquake Part 3: Connect Your Data to Make Customers Happy and Generate Revenue
In this three-part series, we first examined the rise of the privacy-first economy and the disappearance of third-party customer data, which for years has been the main fuel of digital advertising. In part two we took an inventory of the data still available to brands (principally, first-party data) and the ways brands can use it…
Read MoreAdTech Earthquake Part 2: Strategies to Survive and Thrive
The digital advertising landscape is in the midst of a tectonic shift. In the prior installment of this series, AdTech Earthquake Part 1: Cracks in the Foundation, we covered how changes in big tech’s privacy policies would present significant challenges to every brand that depends on digital advertising as part of its marketing mix. Since…
Read MoreAdTech Earthquake Part 1: Cracks in the Foundation
A powerful earthquake can rock foundations, destroy our greatest creations and permanently alter large swaths of landscape. The AdTech world is about to experience one such powerful earthquake. We don’t often think about it, but our best practices and complex ecosystems are built atop foundations controlled by a small handful of big tech companies—namely Facebook,…
Read MoreWhat Is a Martech Stack?
A marketing stack—also known as a marketing technology stack, or martech stack—is the set of technology marketing professionals use to manage, execute, measure, and improve their marketing efforts. Unlike enterprise resource planning (ERP) systems or human resources (HR) systems, which are often a single integrated tech suite from one vendor, a marketing tech stack is…
Read MoreCDP vs DMP: Choose the Right Data Platform for Your Business Needs
CDP vs DMP: How are these two marketing technology solutions different? In this blog, we will explore the two types of platforms — CDPs vs. DMPs — that are helping marketers make more informed decisions. Customer data platform (CDPs) and data management platforms (DMPs) are essential components of a data-driven marketing tech stack. Each solution…
Read MoreHow to Develop a Digital Transformation Strategy
In boardrooms and c-suites worldwide, executives and directors are looking ahead at one of the biggest challenges and risk factors that will confront businesses in the years to come: digital transformation. That concern isn’t unfounded: according to McKinsey, about 50% of all digital transformation initiatives never reach their intended value, and only about 10% outperform…
Read MoreWhich Customer Data Platform Capabilities are a Must for Your CDP?
To meet the modern consumer’s high expectations for an excellent customer experience, many brands have come to realize they need to improve their ability to: Deeply understand their customers Identify customer wants and needs Activate personalized experiences that drive sustained customer loyalty At the heart of achieving this goal lies one of the most important…
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