Personalisation at Scale: Turning Data into Relevance - OneTrust
Overview
In this CMO and CDO Inspired Summit masterclass, Kenta Barrett, Solutions Engineer at OneTrust specialising in consent tooling, explores how to drive personalisation at scale through consent, the connection point between marketing and data.
Kenta covers why consent matters, how to use it from an omnichannel perspective, and how to activate a customer 360 profile so that marketing and customer experience teams can turn complex data into relevance that drives engagement, loyalty and measurable results.
Key takeaways
- According to McKinsey, 67% of users don't know or don't trust how companies use their data, and trust has fallen over time.
- Capturing first-party data yourself, rather than relying on the big data players, is a key opportunity for organisations.
- You need to be able to prove what consent was given and how data was used, and enforce it accurately across every technology.
- Preference choices, such as how often and about what customers want to hear, make communications more relevant than a simple yes or no.
- Moving from device-based consent to a unified view of known, returning customers lets you feed richer, consented data into personalisation and retargeting.
Watch the full session on YouTube: Kenta Barrett | Personalisation at Scale – Turning Data into Relevance - CMO & CDO Inspired Summit
