Predicting the unpredictable: Customer analytics and marketing in the months ahead

Predicting the unpredictable: Customer analytics and marketing in the months ahead

Do you remember where you were at the end of last year’s Q1? Of course you do! The world had just been thrown off-kilter by the global pandemic, and marketing and customer analytics professionals were doing their best to respond, adapt, and (in many cases) pivot to help their organizations survive.   As we shift our focus to the second quarter of 2021, there are many lessons from the past 12 months that will help marketers navigate the current reality. In an effort to anticipate what the rest of 2021 might bring, below are my predictions for marketing and customer insights for the months ahead.  Focus on First Party Privacy regulations, like GDPR and CCPA, and the demise of third-party cookies have shifted marketers to focus on first-party data (along with zero-party and second-party) over third-party data. In a recent Merkle study, 88% of marketers said that collecting first-party data is a priority for 2021. Marketers will adopt digital initiatives for collection, build...
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