In 2021, companies understand that having an effective and scalable first-party data strategy is critical to deliver a positive customer experience. In a new normal where consumers prioritize digital shopping, brands are seeking to evolve how they collect and deploy data to drive customer engagement and results — all while staying privacy compliant.

To uncover how companies are using data to advance the customer experience in 2021 and beyond, Merkle surveyed more than 600 marketing, analytics and technology executives across organizations in the U.S. and U.K. Through their responses, as well as expert insights and case studies, this whitepaper highlights how organizations are evolving data collection strategies and activating that data. Download it to learn about:

How organizations are identifying, collecting and deploying data to drive better customer engagement
The role of customer data platforms in helping operationalize data
How organizations are investing in data strategies for the near and long term