The shift from third-party cookies to first-party data is powerful to say the very least. This recent evolution presents numerous opportunities for marketers to make wiser, more impactful decisions. From retail to travel and more, this level of customer personalization is critical for those leaving third-party-cookie data behind and looking toward the future gold mine of first-party data.

So, what are the best and most practical tips to pay attention to as a marketer looking to effectively employ first-party data? We partnered with Industry Dive to create this industry report, where we explore:

In the face of increasing consumer price sensitivity, retailers need a full understanding of their costs, including the underlying manufacturing costs of the products they sell, in order to manage margins and compete effectively. New tools, powered by artificial intelligence, enable just that.

These new capabilities, such as BCG’s own Retail AI, put retailers across industry segments—including grocery, mass market, apparel, and home improvement—in a position to build out data sets and product compositions by leveraging AI (for analyzing existing data) and generative AI (GenAI). Retailers can obtain a clear picture of what a product should cost and how its suppliers stack up against that target. They can also track changes in costs over time to reveal the biggest opportunities for savings by vendor, category, and other parameters based on commodity price movement. Using these new tools can deliver better prices for customers and boost sales for retailers and their suppliers.

Senior leaders must harness the power of first-party customer data to drive strategic decisions and operational excellence. Our latest ebook, “Customer Data: The Real Story,” is an essential guide for execs looking to transform raw data into actionable insights.

Authored by industry thought leaders, including Professor Jose Luis Nueno who is an expert in Marketing and holds the Intent HQ Chair on Changing Consumer Behavior at IESE Business School. This resource provides the vital frameworks and strategies needed to leverage customer data effectively, enhance customer experiences, and significantly boost profit margins within the retail landscape.

For far too long, retailers have lacked the tools they require to truly understand the impact of their promotions. As a result, brands often cling to predictability and re-run the same promotions every year, regardless of whether or not they are the best offers to achieving the desired outcomes.

Fortunately, we now have the AI-enhanced analytics tools we need to effectively evaluate how our promotions impact all the business-wide metrics that drive optimal results.

According to Deloitte’s 2023 CxO Sustainability Report, 73% of CxOs in the Consumer Industry have increased their investment in sustainability over the past year due to pressure from stakeholders such as customers, board members, and regulators. The report outlines the key changes companies have made to move the needle on sustainability:

59% use more sustainable materials (like recycled materials and lower-emitting products); 

As the era of third-party cookies draws to a close, the significance of utilizing first-party data amplifies for strategic marketing. This checklist equips you with the essential framework to harness the power of first-party data effectively.

“The Marketers First-Party Data Checklist” from OneTrust provides a roadmap for refining your approach in constructing personalized, privacy-compliant marketing strategies that foster trust and cultivate robust customer relationships. By following the checklist’s steps, you’ll seamlessly navigate the process from collection to analysis, unlocking the power of first-party data to drive engagement and build trust.

What if we told you that the stories are true? That there is another form of intent data out there  — untapped and only whispered about, as if it were a close encounter of the third kind. It’s all true: buyer-intent data is no myth, at least not anymore. We can prove it.

Read The Proof is Out There: Discover True Buyer-level Intent Data for industry-revolutionizing, practical insights on how to use buyer-level intent data for B2B Demand Gen from breakout B2B stars like Gini Dietrich, Lee Odden, Mario Martinez Jr., Scott D. Clary, Matt Heinz, Morgan J. Ingram, Pam Didner, and A. Lee Judge.

Sales are one of the most vital aspects of running a business and aren’t something you’ll want to take lightly. Every transaction represents revenue and growth, and luck isn’t enough because boosting your sales requires insight, strategy, and precision.

Fortunately, product analytics can guide you along the path to sales mastery. This powerful tool reveals the mysteries of customer behavior, preferences, and trends, so you don’t have to go blindly into the abyss.