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Developing a 360 Degree View of Your Customer

How the FrieslandCampina team focuses on data-driven decision-making

Photo by Annie Spratt on Unsplash

Marketing today is about being data-driven and understanding who your customers are. Developing a holistic view of the customer is about to get harder, though, thanks to a new world we’re all about to enter: a world without cookies.

“If you are really heavy on third-party data, then you are going to be impacted the most. If you have built a good first-party data strategy and have enough data, you can survive longer. Based on my experience, third-party data wasn’t always working or effective. The best way to navigate this is to start building up your first-party. This may be complex for some, but if they start small and slow they can still catch up.”

Meet Mazen Mroueh, Head of Global Digital Factory for Frieslandcampina, one of the world’s largest dairy factories. On a recent episode of Marketing Trends, Mazen tackles the tough question of how marketers can best prepare themselves for a future without cookies and what it will take to build up their first-party data.. Plus, Mazen shares his outlook for what marketers can expect in a post-COVID world and why there is no view quite like a 360-degree look of your customers.

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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