The Changing Role of Data

Chapter 2 of the Data-Driven Marketing Best Practice Guide

The long-anticipated demise of third-party cookies has forced marketers to rethink data-driven marketing strategies. This chapter gives an overview of different types of data and key considerations for marketers in a privacy-first era.

By Neil Perkin

22 minute read

Marketers must have a good grasp of data if they are to use it to drive effectiveness successfully. With much to consider in a privacy-first era, this chapter of Econsultancy’s Data-Driven Marketing Best Practice Guide covers:

Zero-, first-, second- and third-party data: The crucial differences between different data classifications and the implications for marketing.
The application: What strategies marketers can adopt to ensure they are using customer data responsibly and effectively.
Tracking and privacy: What new regulations mean for data-driven marketing and how marketers can respond to the challenge.