Tag: data-strategy
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Is the third-party cookie back? What the reversal really means
Google cancelled cookie removal in Chrome, and many marketers read it as a reprieve. That read is wrong. Safari and Firefox still block cookies, and the fix is to keep building first-party data regardless.
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Why does nobody own your martech stack, and what does it cost you?
Marketing pays half the martech bill. IT and other teams cover the rest, so nobody owns the whole thing. The fix costs an org-chart line, not a budget: name one owner accountable for the full stack.
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Why has multi-touch attribution broken, and what replaces it?
Multi-touch attribution needed user-level identity above 90% coverage. That coverage collapsed. Below 60% resolution, credit defaults to last click. Stop treating it as truth and move budget decisions to incrementality and mix modelling.
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Why don’t your systems talk, and how do you pay down integration debt?
The average enterprise runs close to 900 apps and only a third connect. Each disconnected system is a fresh silo. Pay it down by standardising on API-first tools and a shared data model, and making interoperability a buying criterion.
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Why is your customer data fragmented, and how do you fix it?
Every tool you buy ships its own customer table. That is how silos are born. The fix is a leadership decision, not a licence: name one master and resolve records on keys you can trust.
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Why does data governance fail, and how do you make it drive revenue?
Governance sold as risk avoidance reads as cost, so people comply minimally and route around it. Reframe it as the thing that makes self-service, faster decisions, and monetisation possible.
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Why do data leaders last under three years, and how do you make the role stick?
Data leaders churn because they run data as a control function nobody asked for, while the value they create stays invisible to the board. Make the role stick by operating as a business partner tied to a P&L.
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How do you handle consent and privacy without killing personalisation?
Privacy rules feel like they block personalisation because consent lives apart from the profile it governs. Treat consent as a first-class data type: captured once, enforced everywhere. Then it stops fighting revenue.