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Consumer Identity — The Mt. Everest of CPG webinar

Have you harnessed the power of consumer identity data?

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 consumer packaged goods (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—or even prevent—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. Each approach has its pros and cons, benefits and costs. Whichever strategy manufacturers choose, one thing is for sure: the worst thing is to not choose, and to have essentially no strategy for how to manage consumer identity data. Doing so only leaves the competition with the potential for stronger consumer insights, media personalization and measurement. Not having an identity strategy is certain to make any company less competitive over the long-term.

Watch this webinar to hear the data strategies used by CPG marketers today—strategies that can be modeled for marketing and business improvement. Learn how to:

  • Align your current 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 pivot to a digitally focused strategy that does not rely on offline identity
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