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A Bright Future Beyond DMPs: How HP’s First-Party Data Is Driving Customer Acquisition
It’s the last call for marketing strategies powered by shifty identifiers and shady cookies lurking inside consumer devices and applications.
Thankfully, panic over the cookieless future is slowly giving way to optimism as leading brands rethink the way they can gain new customers. Some of these approaches include embracing owned, first-party data and extending addressability through privacy-compliant, transparent data marketplaces.
Watch this Tech-Talk Webinar, presented by ActionIQ. Our guests from HP and ActionIQ discussed emerging post-cookie and data management platform (DMP) strategies and more.
You’ll learn how:
- Brands can future-proof their acquisition strategies against changes in the ad landscape
- Leaning into first-party data can enable growth, and what’s needed for successful activation
- Coupling a customer data platform with identity solutions can improve media performance and streamline tech investments
Build vs Buy is Dead
Marketing and IT teams have always long at odds about whether to build or buy a customer data platform (CDP). But with the advent of composable CDPs, giving marketers the ease of access to data while giving IT teams the control over the data, that conversation is beginning to change – and for the better.
ActionIQ x InfoSum Solution Brief
In a saturated market with changing regulations, brands are challenged to find innovative ways to create impactful, scalable and secure customer experiences (CX). As marketers migrate from third-party cookies, it’s critical to leverage a solution that’s both sustainable and delivers the experiences today’s customers expect.
The ActionIQ CX Hub paired with InfoSum’s clean room infrastructure enables businesses to activate one-to-one customer experiences across the entire journey in a privacy-first way
The Enterprise Guide to Acquisition Marketing Powered by First-Party Data
The loss of anonymous third-party data and other changes to user-tracking capabilities have made customer acquisition marketing strategies and technologies — such as data management platforms (DMP) — obsolete.
As a result, advertisers must change their approach to assembling, analyzing and activating customer data in order to execute business-critical use cases.
With the right tools and strategy in place, brands can manage data governance, costs and performance to drive growth through extraordinary customer experiences by adopting a smart hub approach.
2023 CDP Market Guide
Responses to a 2022 CDP Institute member survey suggested that one-third of CDP deployments fail to deliver value. The most common barrier to success was poor organizational alignment, namely between marketing and IT teams.
Going into 2023, several CDP vendors are launching new features to make CDPs more appealing to IT teams and thus paving the way for deeper adoption among marketing teams.
But which vendors are leading the way in this evolution, and which vendors are leaving team tension up to client organizations to solve?
ActionIQ x Amazon Redshift Solution Brief
To meet the rising expectations and deliver more personalized customer experiences, composable technologies set the new standard for enterprise companies. With the flexibility they offer, IT teams can optimize their existing tech investments and build customer data stacks with best-of-breed tools to power control and performance.
By integrating ActionIQ CX Hub directly on top of Amazon Redshift via native reverse ETL, you get an industry-leading solution that enables your IT teams to unbundle your customer data stack and improve governance, while giving business teams freedom to operationalize customer data to derive value.
Download this Solution Brief to learn how ActionIQ & Amazon Redshift help you:
- Gain choice and full control over where customer data lives and queried
- Control costs and maximize the value of existing technology investments
- Drive impactful CX by allowing business teams to action on customer data
ActionIQ x Databricks Solution Brief
To meet the rising expectations and deliver more personalized customer experiences, composable technologies set the new standard for enterprise companies. With the flexibility they offer, IT teams can optimize their existing tech investments and build customer data stacks with best-of-breed tools to power control and performance.
By integrating ActionIQ CX Hub directly on top of Databricks via native reverse ETL, you get an industry-leading solution that enables your IT teams to unbundle your customer data stack and improve governance, while giving business teams freedom to operationalize customer data to derive value.
Download this Solution Brief to learn how ActionIQ & Databricks help you:
- Gain choice and full control over where customer data lives and queried
- Control costs and maximize the value of existing technology investments
- Drive impactful CX by allowing business teams to action on customer data
How Atlassian’s CDP Strategy Drives Customer Acquisition and Retention
Eighty-nine percent of brands now say they’ve deployed a CDP or plan to. And yet, 42% of organizations that have deployed a CDP say it’s delivering little or no value, according to the CDP Institute’s 2022 member survey. Here’s where a CDP strategy can make all the difference.
In this webinar, hear from Databricks and ActionIQ on why some CDPs have failed to deliver business value for organizations looking to drive impact across the customer lifecycle – from acquisition to retention and loyalty.
You’ll also hear how Atlassian is achieving efficient customer acquisition & growth by aligning teams to a toolset designed to drive business outcomes while providing deep flexibility for infrastructure and data teams.
Watch the webinar to learn:
- The importance and impact of personalization at scale
- The power of a data warehouse + CDP to enable self-service access to insights
- Key strategies and use cases from Atlassian to maximize CDP value across the organization
ActionIQ x Snowflake Solution Sheet
To meet the rising expectations and deliver more personalized customer experiences, composable technologies set the new standard for enterprise companies. With the flexibility they offer, IT teams can optimize their existing tech investments and build customer data stacks with best-of-breed tools to power control and performance.
By integrating ActionIQ CX Hub directly on top of Snowflake Data Cloud via native reverse ETL, you get an industry-leading solution that enables your IT teams to unbundle your customer data stack and improve governance, while giving business teams freedom to operationalize customer data to derive value.
Increase the Value of Your Adobe Stack With ActionIQ
To build an ideal martech stack that fuels superior customer experiences, choosing the right technology matters. And when your tools integrate seamlessly with each other, your entire stack becomes more effective. ActionIQ helps you get more value out of your Adobe investment.
While adding Adobe Experience Platform (AEP) to your stack seems like a breeze for enterprises that have already invested in one or more Adobe tools, it might not be the right choice. By adopting a composable architecture approach, ActionIQ excels at powering CX at scale while providing enterprise organizations with flexibility to implement new and best-of-breed technologies in their stack for innovation.
ActionIQ’s composable CDP has been chosen over Adobe’s CDP option by multiple enterprise organizations, thereby strengthening and diversifying their Adobe stack to derive value faster and at a lower cost.
Download the ActionIQ x Adobe Solution Brief to learn how ActionIQ helps you:
- Integrate seamlessly with the Adobe products in your stack to drive the highest value
- Boost your stack effectiveness and achieve greater performance at lower cost
- Future-proof your CX stack with the flexibility to implement new and best-in-class technologies over time
Drive Engagement with Hyper-Personalization Across the Customer Lifecycle
Companies across all industries are continually finding new ways to elevate digital experiences and what was once a “nice to have” is now essential. Customers have grown to expect hyper-personalized, timely offerings and marketers are challenged with delivering these real-time, personalized experiences to respond to their needs.
As a result of this shift, enterprises are leveraging customer-centric strategies to drive smarter engagement across the full customer journey, capture revenue opportunities and foster long-term loyalty. Those that are truly succeeding are making access to data a movement across their organization, not just a marketing initiative.
Join The Washington Post’s Senior Product Manager of WaPo360 Jason Langsner, Amazon Redshift’s Senior Product Manager Sain Das and ActionIQ’s VP of Strategic Services Tamara Gruzbarg as they discuss how The Washington Post is executing personalized customer experiences as a key engagement driver to power use cases from acquisition to win back.
You’ll learn:
- The importance of hyper-personalization to drive effective engagement across the customer lifecycle
- How real-time strategies fit into The Washington Post’s broader vision
- Tools and tactics to execute personalization use cases across channels from a data-first organization
How Bloomberg Media Takes an Audience-First Approach to Acquisition
Customer acquisition remains a critical marketing priority going into 2023, but how it is done is being transformed. With costs rising quickly and the deprecation of third-party identifiers approaching, it’s crucial for brands to find ways to harness the insights they already have to unlock the next phase of growth. That’s the essence of an audience-first approach.
Hear from Bloomberg Media’s marketing technology strategy lead Grant Germano, and ActionIQ customer success manager Tim Mattessich, about how Bloomberg is using first-party data to power its acquisition efforts. You’ll find out:
- Strategies to harness data from existing customers to drive successful acquisition
- Bloomberg’s method of meeting the customer where they are to execute personalized experiences across channels
- How to grow and activate first-party customer data to drive audience-centric experiences