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Importance of Privacy-First Principles to CX Innovation

Tealium and Meta’s report highlights the critical role of digital leaders in steering their organizational ship amid the tides of the marketplace change. The global digital economy is undergoing a seismic shift as consumer expectations heighten around data privacy-first principles to CX Innovation and security. As the third-party cookie crumbles, investment in privacy-enabling data management tools will pay dividends in delivering differentiated and personalised customer experiences. In the Asia-Pacific (APAC) region, the acceleration of changes in the data privacy landscape has led to greater consumer awareness of data privacy rights.

Navigating the Privacy-Conscious Era - Tealium and Meta’s report highlights the critical role of digital leaders in steering their organisational ship amid the tides of marketplace change. Executives that anticipate the impact of upcoming regulatory changes and future-proof their organisation can capitalise upon the market opportunity that awaits. For example, adopting a customer data platform - CDP that enables data protection, whilst enriching customer profiles can give companies the competitive edge through building CX innovation capability.

Technology-Enabled CX Innovation - Adopting a best-of-breed technology stack is central to powering data-driven CX innovation. This is where Tealium’s trusted CDP, in conjunction with Meta’s Conversions API, can enable companies to streamline data from multiple sources within a single secure location to stitch together a unified customer view. Companies can then activate enriched customer profiles in real time to deliver meaningful and timely experiences.

Coupled with scepticism of inauthentic experiences and an increasing demand for omnichannel personalisation, consumers now expect seamless and tailored experiences at every touchpoint throughout their buying journey. Data is central to the creation of hyper-personalised and frictionless experiences, so it’s vital that companies earn the trust essential to first-party data acquisition to meet their customers’ personalisation expectations.

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