A Single Customer View for Consumer Goods
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A single customer view has long been deemed unattainable for consumer goods companies. Since retailers have traditionally owned the relationship with consumers (and the first-party data that comes with it), there’s been little investment by consumer goods companies in developing a direct relationship with consumers. But changing privacy laws and other privacy-first initiatives that restrict the use of third-party data are disrupting the status quo and accelerating the need to create a single customer view based on consented first-party data.
Download this comprehensive eBrief to discover why consumer goods companies are prioritizing a single customer view.