BlueConic, the world’s leading pure-play customer data platform (CDP), today announced it will moderate a discussion with Heineken USA called, “Heineken USA’s Journey to Building a Golden Consumer Record,” at the upcoming MarTech Spring Virtual Conference. The session will shine a light on how the alcoholic beverage company is successfully navigating the shift from third-party to first-party data to bolster direct-to-consumer engagement.
Who: Rebekah Kennedy, Director, Consumer Data Strategy, at The Heineken Company will be joined by Sam Ngo, Director, Product Marketing at BlueConic.
What: In a Q&A format, Kennedy and Ngo will examine how Heineken is strengthening their direct relationship with customers by leveraging BlueConic’s CDP to not only collect and unify their first-party data, but also activate it to provide more personalized experiences.
When: March 16, 2021 from 1:15 – 1:45 pm ET.
Why Attend: Third-party data’s downfall has been a hot topic for the last few years. As privacy legislation like GDPR and CCPA become more prominent and browsers put forth additional limitations on third-party cookies, marketers must make the inevitable shift to collecting and using first-party data more effectively.
The shift to embrace first-party data as a strategic business asset has proven to be even more urgent for consumer packaged goods (CPG) companies like Heineken. These companies historically lack access to first-party data because retailers, restaurants, bars, and/or entertainment venues stand between the brand and their customers, limiting a direct relationship between the two.
Hear how Heineken overcame this challenge by collecting and utilizing first-party data in new ways after adding a CDP to their tech stack.
Attendees will learn:
- How to build their own first-party data asset even if they are starting with limited data
- How to measure progress towards strategic first-party data goals
- How a CDP enhances consumer analytics and overcomes the data limitations of a DMP