Consumer Identity — The Mt. Everest of CPG
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Using data to drive business decisions is critical. Today, successful brand marketers are gaining a holistic view of the consumer and their brand experience by connecting multifaceted data streams. According to Neustar, centralizing all available records and linking to a source of truth for offline identity can increase targetable reach by up to 200%. For CPG companies, this can be challenging. While most companies can assemble first-party consumer data in-house and use it to drive strategy, the distributed business model used by most CPGs can hinder first-party data collection. Ultimately, this leaves CPG marketers dependent on distribution partners to share consumer data.
This webinar looks at several different approaches to managing consumer identity data—examples from some of the industry’s biggest, most influential manufacturers.
Watch this webinar to learn how to:
- Align your current consumer identity strategies to outcomes and avoid common pitfalls
- Identify opportunities for new markets, regions, locations or products—even for unknown prospects
- Effectively manage your strategy, whether it is to build a bigger offline identity repository or to pivot to a digitally focused strategy that does not rely on offline identity