The way we collect data across various channels has changed dramatically since the the introduction of GDPR, adblockers and browser privacy policies. The audience which we have tried to target with accurate marketing campaigns in the past by gathering 1st 2nd and 3rd party data, has become more aware of the power of data sharing as well as data privacy.
This is why businesses and tech vendors alike have changed the way they collect data and moved towards a cookie-less world, spending more and more on 1st party data.
Obstacles on data collection, organization and distribution
Data Privacy: Stricter data privacy regulations, have made it more challenging to collect and handle user data
Data Overload/ No Governance: The volume of data available can be overwhelming as well as the lack of structure around them
Data Fragmentation: Data can be spread across various platforms and sources, making it difficult to organize effectively
Technical Challenges: Collecting and processing large volumes of data in real-time requires robust technical infrastructure
The solution to these data obstacles
Data Privacy: Adopt new technologies such as server side tracking, to stitch together different customer profiles
Data Overload/ No Governance: Implementing a robust data governance framework across the company
Data Fragmentation: Centralizing the data collection, processing and modelling within a transformation layer that allows easy access
Technical Challenges: Rollout an established modern data stack while upskilling the existing data resources
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