The cookie jar will soon be empty. Or at least most third-party cookies will be gone, and then where will brand interactions be? The elimination of third-party cookies is a big deal. That’s why it’s more important than ever to leverage customer relationship management (CRM) data, especially first- and zero-party data.
The bedrock of any marketing campaign is first-party data; the information you have collected from and about your customers is invaluable in terms of understanding key metrics about the people who have purchased from, and/or are loyal to, your brand. Here is a quick glossary of the key categories of information you can get from third-party sources.