Articles

Web analytics has come a long way from its humble beginnings. Today, it is a powerful tool for businesses and marketers, providing insights that help drive decision-making and strategy. 

In today’s digital landscape, companies face a recurring challenge: integrating diverse customer and prospect data to derive actionable insights. Despite seeming straightforward, this task is often complicated by the presence of multiple identifiers—hundreds of first-party cookie IDs, multiple connected devices, and several email addresses and customer IDs per person.

A customer data platform can help address these challenges by providing a cost-effective, scalable, secure, and highly available solution for real-time response to customer signals, advertising targeting, and marketing journey orchestration.

The necessity for lawful processing under GDPR based on consent and/or legitimate interest further complicates the situation. Enter identity graphs – a revolutionary tool in customer identification strategies. This blog will answer the question of what is an identity graph, explore the significance of identity graphs – or ID-Graphs –, their types, how to build and maintain them, and their benefits.

Tracking in the "Cookieless Future": How does it work?

In recent years, the landscapes of digital marketing and advertising have changed rapidly. Particularly, the widespread use of Third- Party Cookies, which long formed the basis for online tracking, are increasingly being phased out ("Cookieless Future"). This development raises questions and requires innovative solutions to continue to make digital marketing effective.

How to collect customer data in compliance with GDPR

Have you just accepted or declined cookies after clicking on this blog article? Then you've already had your first encounter with the General Data Protection Regulation (GDPR). With its introduction in the European Union in 2018, the rules for collecting and processing personal information have become much stricter.