Personalizing customer relations in a world without digital identifiers

Digital marketing, Retail, Marketing October 6, 2022
2:45 pm to 3:20 pm Room 514
Roger Kamena

A good relationship marketing strategy involves personalized customer communications. Until recently, personalization of the customer experience could rely in part on digital identifiers such as third-party cookies and mobile device identifiers (IDFA, GAID). With the imminent disappearance of these identifiers and the tightening of laws protecting users’ private information on the web, brands must now rethink their relationship strategy. How to maintain a personalized experience while minimizing the use of personal information about their customers? How to generate a value exchange for customers when this information is requested to improve their experience? How to manage customer data in a transparent and privacy-friendly way?