How to offer customers personalised experiences while respecting their privacy.
“Third-party cookies”, which until now allowed the acquisition of user browsing data with the aim of profiling user choices for marketing purposes, have been restricted by the GDPR, which confirmed that internet browsers will block both the use and transfer of this information. For this reason, organisations will have to rely on knowing their customers on a one-to-one level, and each industry will have to rethink how to ensure the best experience for consumers exclusively through zero and first-party data. This shift to first-party data will allow companies to identify the preferences of their audience, giving them more control over their CX and marketing strategies, which will be based on directly collected data.
In collaboration with SAP, Ccelera wants to explore this topic on 12 May with Massimiliano Polli, Head of SAP Customer Data Solutions, Italy, with Mattia Bertolin, Project Accelerator at Ccelera.
As with any change involving privacy and the protection of user data, companies will have to adapt to the rules laid down by the Privacy Authority with the right strategies and tools and comply at all stages of the relationship with their customers. They will be able to do this thanks to a privacy-first approach and to the use of zero- and first-party data (zero-party data is information that customers provide to companies, while first-party data comes from user behaviour on the website). These two types of data will be the primary source of information for sales and marketing departments to use.
Ccelera and SAP can help with the implementation of SAP Customer Data platforms. With these, you can maximise the customer experience in marketing, e-commerce, sales and service functions by collecting and connecting online and offline data to get to know your customers better and propose relevant, reliable and ultra-personalised interactions.
Want to know more? Register below and directly access the video “Scenarios of a cookie-less future: how to offer your customers personalised experiences while respecting their privacy. ”.
