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Verticurl Whitepapers: Know Your Audience, Data Clouds & Martech Stack Optimisation

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Check out the latest insights from Verticurl on the topics of a Cookie-Free World, Data Transparency and MarTech Stack Investment Optimisation.

In these 4 whitepapers, you can learn more about the latest trends in MarTech & Customer Experience and the key knowledge and tools to face the ever-changing industry.

Read the Whitepapers:

Know Your Audience: Connecting Anonymous Users in a Cookie-Free World

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When Google announced in 2020 that it planned to phase out third-party cookies in its industry leading Chrome browser, the news had an immediate ripple effect across the larger AdTech and MarTech ecosystem.

In particular, the move, which followed similar steps from competing browsers like Apple’s Safari and Mozilla’s Firefox, raised alarm bells for technology vendors and consumer brands alike due to the widespread dependence on third-party data to power relevant customer experiences.

And while the deprecation has been moved out twice since it was announced (first from 2022 to 2023, and then to 2024), it’s fair to say that the impact of the decision has been significant and lasting, forcing marketers to significantly rethink how they understand and reach consumers online. But there’s a silver lining: This shift has the potential to actually strengthen customer relationships, but only for brands with the right strategy.

In our role as data-driven marketing and customer experience (CX) practitioners, we’ve partnered with leading customer engagement platform Braze to develop a set of field-proven rules for marketers that can help them adjust and thrive in today’s fast-changing landscape by leveraging their most economically valuable asset—customer data.

Using exclusive data gathered by Braze, we’ll walk you through the information you need to not just survive in tomorrow’s cookie-free world, but to be well-positioned to beat your competitors by:

  • Focusing on zero- and first-party data
  • Understanding your known and anonymous users and the differences between them
  • Embracing a thoughtful, human-first approach to customer engagement.

Change can be hard. But it also brings with it major opportunities. Make sure you’re in a position to take advantage of them.

Data Clouds: The Foundation of the Digital Brands of the Future

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There are many more reasons why companies should take data protection more seriously. Failing to do so will erode trust and tarnish even the best of reputations—which in turn will influence customers’ purchasing decisions.

We know that 88% of consumers will not buy from a company if they have even the slightest concern about data security measures. Apart from costly fines, customer compensation and maintenance costs, the greatest penalty for mishandling data is losing loyal customers — forever.

What else should companies do?

The good news is that data transparency can be used as a competitive advantage that can boost consumer confidence. Regardless of the complexities, companies need to demonstrate their commitment to protecting consumer data. Rather than seeing this as a legal hurdle, it could be an opportunity for brand building.

Download the full whitepaper to learn how modern data management should reflect today’s consumers in a scalable way that earns their trust, enriches their experience, protects their privacy, balances the need for hyper-personalization with the need for anonymity, and optimizes the relationship and emotional connection with your brand.

Payback Your Investment in MarTech – Part 1 & Part 2

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Read Part 1

Read Part 2

The majority of brands across the globe struggle with optimizing return on capital investments in marketing technology. The reasons for this are complex, but our experience shows that the optimization problem can be solved by focusing on the right things with the right rigor.

Accelerating payback from both marketing suites and/or best-in-breed integrated solution stacks is suddenly a CEO priority across the globe. This brief presents a proven, unique optimization model for realizing the original promise of marketing technology— incremental revenue generation, enhanced customer experiences, loyalty and competitive advantage via the activation of customer data.

Since modern marketing technologies first arrived on the scene in the 1990s, CEOs across the globe have gone on record every year to say that they are disappointed with the return they have generated from investments in their marketing technology (MarTech) stacks.

Concern from the C-suite regarding tech productivity is justified. According to Gartner, 26% of marketing
budgets are spent on marketing technology. Considering this level of investment, the original promise of MarTech to

  1. continuously increase revenue efficiencies,
  2. drive exceptional customer experiences and
  3. create competitive advantage is not an unrealistic expectation. This expectation of obtaining the “NorthStar” of marketing technology optimization has proven elusive for most brands across the globe.

In this brief, we’ll

  • present the reasons for this underperformance and
  • our proven optimization model for achieving the NorthStar.

We’ll present our actual experience with major brands across the globe as well as share our in-depth research into best optimization practices. While sustainable gains in MarTech ROI have been achieved by some Digital Champions, the goal of optimizing investments in MarTech deployments remains elusive for most players.

What does Verticurl do?

Verticurl creates customer experiences for brands of the future powered by Creative Experience Technology.

Through their expertise in Experience Management, Marketing Operations and MarTech Enablement and Consulting, Verticurl ensures their clients are at the forefront of technology-driven marketing that drives business growth.

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To learn more about them, visit Verticurl’s website

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Read the Post-Summit Report of The MarTech Summit: Customer Experience London May 2024 to see what we discussed at the summit!

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