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Cookie-based data is officially a thing of the past. Brands that have invested countless years and dollars in building a digital strategy around the third-party cookie—with tools like the DMP as the engine—are rethinking their approach to their tech stack. A prime example is HP, which is unlocking new opportunities by transitioning to a CDP-centric approach for targeting and augmenting customer data.

Hear from HP, along with Acxiom and ActionIQ, about its new approach for programmatic media in a post-cookie era. You’ll find out:

• Why HP is embracing a CDP-centric stack to navigate the new landscape
• How coupling a CDP with identity solutions can maximize paid media performance and streamline tech investments
• Strategies to maximize reach and efficacy of your marketing

As enterprise brands evaluate customer data platforms (CDPs), they often face challenges in balancing the diverse needs of different teams.

Nowhere is this more evident than in the competing priorities of marketing and IT teams. As Deloitte observes, the CDP that sounds like music to the ears of marketing leaders may be perceived as noise by enterprise IT leaders. On the other hand, the CDP focused on providing flexible data management capabilities may appeal to IT while leaving marketing with unmet needs.

The result is CDP initiatives that fail to deliver. Meanwhile, 75% of consumers are saying they’ll pay more for highly personalized, impactful customer experiences – something brands will want to capitalize on with looming economic uncertainty. How can enterprises overcome the friction that comes with most packaged CDP deployments?

Enter the composable technology stack. In the past year, many CDP providers and emerging players have addressed this tension between buying groups by unpackaging capabilities or introducing new features designed to address the concerns of IT teams. One such concern is the cost associated with repeatedly copying data from a central data warehouse to a growing number of SaaS applications.

Composable tools are designed to eliminate the need for IT to copy data to a CDP in order for business teams to execute campaigns and analysis. In doing so, composable CDPs are becoming more stack-friendly and promise to appeal to more enterprise organizations.
But the composable technology stack isn’t for every enterprise. Learn how different approaches will support this complete solution and which providers will best suit the needs of your business.

Although traditional all-in-one customer data platforms (CDPs) are integral for companies, their inflexibility and inability to offer capabilities that completely satisfy both technical and marketing teams leaves businesses frustrated. For a modern, future-proof CX stack, the solution is a CDP strategy built on composable solutions.

In this webinar, leaders from Saks, ActionIQ and Snowflake explore the driving forces behind the failure of bundled CDPs and the benefits of composable CDPs — including how Saks optimizes its toolset to drive business objectives while providing organizational and architectural flexibility.

Watch now to learn more about:

• Using composable CDPs
• Balancing MX and IT needs
• Saks’ success using composable CDPs

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

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

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

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

Historically, unification and transformation have been at the core of every enterprise’s data strategy – but in today’s modern ecosystem, the priorities of technical teams have evolved well beyond centralization. With emerging tools and tactics across industries, data teams are pressured to identify the right solutions to drive scale and agility as the organization evolves while preserving control, governance and the value of existing investments.

Watch Atlassian’s Senior Manager of GTM Systems Sravan Gupta and ActionIQ’s VP of Enterprise Architecture Edouard Servan-Schreiber as they discuss how Atlassian is leveraging ActionIQ’s CX Hub to operationalize existing data investments while enabling scale, flexibility and ultimately expansion of powerful CX initiatives.

You’ll learn:

How Atlassian is leveraging AIQ’s composable technology to scale internal tooling while driving powerful customer experience goals Strategies to integrate new solutions into the stack to power emerging data needs while optimizing existing investments The criticality of data governance and control

Just past its 120th birthday, JCPenney is actively working to create a more thoughtful customer experience that rewards its most loyal customers. At the crux of this strategy is creating a space for its over 50 million annual customers to genuinely connect with the brand, rather than just driving transactions. 

Watch JCPenney’s VP, Customer Engagement & Insights Roger Worak and ActionIQ’s Manager, Customer Success Tim Mattessich discuss how JCPenney is remaining relevant by driving a strong sense of brand engagement.

You’ll learn:

• How JCPenney is prioritizing reduction in churn and driving stronger engagement long-term
• How their team is reactivating and reengaging with past purchasers to drive intelligent cross-sell strategies across departments
• What strategies JCP in implementing to stay focused on customer loyalty

In today’s market, getting a user’s attention is only half the battle. A brand’s ability to keep the user’s attention long enough to convert is what drives long-term scale and comes down to consistently delivering better CX across the entire customer journey. For B2B brands in particular, expanding footprint within individual customers is a critical growth lever but requires a deep understanding of customer needs. 

Watch Atlassian’s Marketing Operations Technology Manager Caleb Trecek and ActionIQ’s Senior Product Marketing Manager Ariane Sedghi as they discuss how Atlassian is leveraging AIQ’s CX Hub to create connected experiences with existing customers that encompass multiple products to scale growth. 

You’ll Learn:

• Strategies to achieve granular, self-serve audience segmentation to drive precision messaging
• The value of centralized omnichannel journey orchestration in driving cross-sell/upsell and amplifying growth
• How to drive cross-departmental collaboration to unlock value across a vast complex organization  

The deprecation of third-party cookies is fundamentally changing how brands acquire new customers while bringing new levels of urgency to retaining and growing existing customer relationships. Leading brands are betting on first-party data solutions that can drive impact for both acquisition and retention initiatives while offering flexibility as they navigate a shifting landscape of marketing and advertising tools & strategies.

Watch Hearst’s VP of Acquisition & Conversion Christina Dalton and ActionIQ’s SVP of Product Justin DeBrabant discuss how Hearst is unlocking value by leveraging its first-party data to drive conversion across both subscriber and eCommerce products.

You’ll learn:

• Shifts in acquisition strategies resulting from changing privacy regulations
• How Hearst is maximizing first-party data to drive acquisition efforts across multiple revenue streams
• Strategies to create value earlier in the customer lifecycle to drive authentication