As the platforms that support management of customer data, audiences, and activation programs evolve, organizations must update the processes that support these platforms. In fact, 42% of marketers cite segmentation and personalized messaging at scale as a current leadership gap, according to a CMO Council survey. With the advent of the customer data platform (CDP), audience centers of excellence (COE) need to adapt to help organizations fully utilize the unified customer profiles that CDPs enable.

In the whitepaper, “Evolving the Audience Center of Excellence,” Adobe’s Nina Caruso modeled how to bring new teams into the fold, update KPIs, and expand their people and process programs to fully realize the potential of complete data management with a CDP.

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What plans are you putting place today to deliver exceptional experiences in the future – with access to less consumer data? To understand perceptions and readiness of a third-party cookieless world, Adobe partnered with Advanis, a market and social research firm, to survey professionals and consumers on their outlook.

Professionals stated that 60% of their personalization strategies were dependent on third-party cookies, but only 37% of professionals felt ready if data deprecation were to begin immediately. Consumer understanding of cookie technology, not surprisingly, was limited. 72% of consumers claimed to understand how cookies work, but only 38% realized that multiple types of cookies exist. However, consumers indicated that they would be willing to share various types of personal data for specific offers.

Unlock additional insights from marketers and consumers as you begin transforming your customer data management strategy to be ready for a cookieless future. 

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In this new eBook by Claritas, the industry’s leading provider of segmentation models for marketers, learn how the right segmentation strategy can lead to an accurate and scalable way to identify your best customers and prospects and deliver multichannel campaigns where and when it can be most influential in driving conversions.  Not all segmentation models are created equal, don’t take the risk of reaching audiences that are not the ones with the most potential. 

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