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Session: Customer How To

Panel-The Future of MadTech is Cookie-free

Date and Location

June 12, 2023, 12:45PM - 1:30PM PDT
Premier Ballroom 316


  • Tara DeZao
    Director, Product Marketing - Adtech and Martech
  • Paul McVicar
    Data & Decision Science Director
    British Telecom
  • Liz Sleyffers
    Senior 1:1 Customer Engagement Consultant
  • Neil Hodgetts
    Commercial Director, Household Enrichment, BT Consumer
    British Telecom
  • Jacqueline Leng
    VP Global Client Solutions

The clock is ticking, but there is still time for advertisers to future-proof themselves against the gaps and budget shortfalls created by data deprecation, most notably the demise of third-party cookies. But, instead of seeking solutions from multiple external providers to augment and manage data, the most effective and efficient way is to use AI and machine learning to activate first-party data across functional areas and channels.  

To do this, the customer care center and the marketing department need to connect and access data signals from every functional area to obtain a full view of the customer in the moment. Cookies enable short-term sales. First-party data optimization, powered by AI, enables relationship building and long-term sustainable growth. 

In this session, find out from our panel of experts how AI-based tools enable marketers to constantly analyze, aggregate, and act on data signals in real time, creating an interactive dialogue with the customer based on their needs in the moment. The result is more dynamic, empathetic consumer engagements, better brand-customer relationships, and lasting brand value.

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