LeverUP Consulting is going to RigaComm! We have invited the brightest minds from the MarTech field in the Baltics to discuss how to solve the paradox between privacy needs and the growing demand for personalisation and how to prepare for the cookieless future.
In recent years, privacy requirements have enhanced remarkably. The data we have gotten so used to, like third-party data (the random pile of information that is not connected to your business), is disappearing. Yet, the consumer’s demands for personalised content and approach is ever-growing. For marketers, at first glance, such developments may show a dark future.
LeverUP Consulting has invited the brightest minds from the Marketing automation field in the Baltics to Riga Comm to discuss how to solve the paradox between privacy-needs and the growing demand for personalisation and how to prepare for the cookieless future.
Marketing is spelled D-A-T-A
Third-party data has been a cornerstone of ad targeting for decades. Due to the browser changes and regulatory regimes, also the steps major technology giants have taken to protect consumer privacy, the availability of this type of data is declining.
Although this sort of data availability is declining, customers demand that companies understand their needs and expectations – according to Salesforce’s global survey of 2021, as many as 73 percent of customers expect their offers to be personalised and 62 percent expect companies to be able to anticipate their needs.
This has raised the importance of first-party data that businesses collect directly from the consumer, rather than random third-party information.
In the near future, even companies selling consumer goods will need to build more meaningful relationships with their customers in order to do effective marketing and advertising. Creating trusted one-on-one relationships with customers in bulk will be the biggest challenge for Marketers in the upcoming years.
We have the tools
Salesforce has been preparing for the cookieless world for some time now and has the tools to help marketers to swim these new dark waters. Salesforce offers a website personalization tool called Interaction Studio that collects users’ affinities and behaviour on the website and uses it to personalise it based on individual user’s preferences. The second ace up in the sleeve is the tool called Customer Data Platform. CDP’s main purpose is to bring a variety of company data together. Given the fact that CDP collects only first-party data, you will know exactly how, when, where, and why your company acquired each piece of data. This solves the problem of data accuracy and compliance, making you ready for the era of respecting your customers’ data privacy at most. And these two tools are just to name a few LeverUP has extensive experience with and have implemented for our clients.
LeverUP provides the opportunity and support for local businesses to adopt the most innovative sales, marketing automation, personalisation and customer success solutions that are already used today by 80 percent of Fortune500’s most successful companies. Our team of international experts will help you every step of the way in implementing Salesforce and optimising your company’s customer experience management. We take an industry-specific approach and create solutions that are just right for your company.
LeverUP’s team of top international experts will help you every step of the way in implementing Salesforce and optimising your company’s sales and marketing activities.
We are the leading regional partner of Salesforce for the implementation of CRM solutions for sales, marketing and customer service.