Delivering on the promise of performance . Six trends that are transforming the way connect with customers.

March 2021 Performance-based holds the promise of greater measurability, targetability and effectiveness for organizations that embrace six key trends.

TREND 1 TREND 5 04 CUSTOMER DATA 12 MARTECH ECOSYSTEM OWNERSHIP. REVOLUTION. Customer data is the foundation upon which Along the way it is important to reevaluate the personalized experiences are built. As tools and platforms that leverage customer experience becomes the new battleground for data and then connect those in ways that customer loyalty and competitive advantage, leading take advantage of the advanced insights and brands are recognizing that first-party customer orchestration capabilities available through data is a critical business asset—one that must be today’s largest digital publishers and owned and protected in-house. platforms.

TREND 2 TREND 6 06 CAPABILITY 14 OMNICHANNEL IN-HOUSING. AUDIENCE MODELING. The rapid consumer shift to digital has necessitated By applying AI-driven data segmentation and greater flexibility than ever from marketers. In order messaging, and by connecting insights and actions to achieve greater control, agility, and visibility into across channel teams and business units, brands marketing effectiveness—while also driving lower can model and optimize marketing tactics in real costs—brands are strategically expanding their time—enabling greater flexibility and connection in-house capabilities and tools, and reimagining through the full customer journey. relationships with outside agencies and vendors.

CONCLUSION TREND 3 17 BRINGING IT 08 DATA PRIVACY. ALL TOGETHER. A heightened focus on advertising practices by both Marketing success in today’s complex environment regulators and consumers has been an impetus for requires a strategic focus on driving greater recently enacted privacy laws as well as evolving control, capability and connection across your limits to what’s possible on key technology and organization. It’s important to start in the right browser platforms. Given the rising of first- place—and move your whole organization party customer data, the time has come to embed together along the smartest path forward. the tenets of privacy into the customer journey to continually reinforce trust.

TREND 4 10 NEXT-GENERATION MEASUREMENT. The sunsetting of third-party browser cookies means it is time to look for new approaches to measurement and attribution. By combining new measurement tools such as data clean rooms with traditional econometric modeling and other approaches, brands are finding better ways to align key performance indicators with today’s capabilities and goals.

2 INTRODUCTION Why isn’t digital keeping its promise?

A 360-degree, always-on view of each Consumers push for trustworthy often leads to frustrating experiences individual prospect and customer relationships: Consumer pushback for customers and reduced marketing wherever they are in the connected against invasive and nontransparent effectiveness for brands. digital world … enabling you to predict digital marketing practices has led to what they seek, serve what they like, see greater scrutiny and new regulations It’s a new world out there: Pandemic- how they responded, and connect each from governments, and to restrictions on induced disruptions to the ways we live moment of engagement into a uniquely tracking consumers via leading browsers and work abruptly accelerated digital personal, powerfully relevant, dynamically and devices. trends in e-commerce, streaming media responsive journey … consumption and virtual working. It A faster-moving target for is likely that