Everything Marketers Need to Know about the Shift from Third Party Data

In this episode of the Futurum Tech Webcast, Interview Series, I’m joined by Tara DeZao, Product Marketing Director, AdTech and MarTech at Pegasystems for timely conversation about the shift away from third party data and what that means for marketers. Over the last few years, there has been a lot of concern around the amount of data that is used to track us. Every action we take online is tracked, which can be disconcerting when you think about it. But we are on the precipice of a new era. Data deprecation, or the process of limiting what data advertisers and marketers have access to, is slowly picking up steam. And while this is great for consumers, it’s adding in a layer of complexity for brands who still need to deliver personalized customer experiences. We at a crossroads. The organizations that serve up quick, efficient, personalized, and intuitive experiences can because of their access to data. Those are the kind of experiences we crave as consumers. So as organizations shift from third party data, what do marketers need to know to still be able to provide those experiences? Tara and I explored the topic in great detail.  Here are some of the highlights from our conversation: An overview of the data privacy laws and regulations that have passed in the last half decade that have gotten us to where we are currently. A look at how control over personal data is going back to the consumer. How the data privacy changes have disrupted the digital marketing environment. How brands are using data to create personalized customer experiences how consumers are reacting to these experiences. An overview of how tech companies like Google and Apple are driving data depreciation and what marketers need to know about the changes. How Pega can help marketers navigate this transformation. We closed the conversation talking about how Pega can help marketers navigate this transformation at whatever speed is best for their organization and where we think brands and marketers should be focused for the future.