Brand, digital marketing, user experience, and CRM leaders today face the challenge of maintaining a high level of personalization at a time when traditional tracking tools, such as third-party cookies, are disappearing. Customers expect brands to recognize them and cater to their preferences at every step, from the website to the point of sale and customer support. In a cookieless digital world, this means companies must connect data across multiple channels more intelligently and build personalization on a foundation of first-party data. Instead of anonymous tracking of website visitors, the focus shifts to a direct relationship with the customer. The data users share with a company becomes the key fuel for delivering an outstanding user experience. Let us take a closer look at how this works.
