First-party data is information that companies collect directly from the consumer, and allows for personalized and compelling interactions with customers. This valuable data can be collected effectively both through loyalty programs and promotions.

With marketers spending more and more of their budget on personalization tactics, the need for people-based marketing strategies is growing and customer relationship marketing (CRM) is beginning to evolve.

How can a centralized analytics team help not only break down organizational silos but also help learn more about your customers and their behaviors across channels? This team model allows visibility into learnings that can be applied across media/channels and share knowledge/data across teams to enable a meaningful customer journey.