This session from the SAP Together Works Summit at Econsultancy Live is available to watch on demand, and explores how, with customer data platforms, Consumer Products companies can regain control of the consumer relationship to deliver relevant and personalised experiences. It features three speakers from SAP Customer Data Solutions: Ratul Shah, Head of Product Marketing; Jamie Ward, Global GTM Lead; and Sunny Neely, Global Solution Director, Consumer Products.
Consumer Products companies have long relied on agency and media partners, without owning consumer data themselves. They must take swift and decisive action to build their own consumer databases, or risk losing the ability to target consumers altogether.
A foundational change in digital marketing will happen in early 2023 when Google eliminates the use of third party cookies and the conventional way of sending and tracking consumer messaging.
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