TECH SUPPLIER Mar 2023 - Conference Proceeding: Tech Supplier - Doc # DR2023_GS5_MM

Customer Data: The Revenue Engine


Marci Maddox

These event proceedings were presented at the IDC Directions conferences in Boston and Santa Clara in March 2023.

The customer experience has tilted on its conventional axis such that every customer interaction, from digital marketing to customer service, is immersive, fluid across channels and connected from one department to another. Enterprises must rethink their data management practices to scale at the customer demand for higher levels of privacy and personalization — experienced at the same time — with the added complication of a shift from third-party to zero-party data across multiple sources.



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