OPINION: Data-Driven Thinking
In The Post-Cookie Era, Data Collection Must Be More Active And Goal-Oriented
The post-cookie marketplace must be reimagined for active customer data collection in which both the customer and brand are incentivized to create a more direct and reciprocal relationship in which both reap the benefits. Matt Chmiel, strategy director at Siberia, recommends four steps that will help brands make the journey from passive to active data collection.