This chapter covers
- Phasing your first-party data strategy to maximize your team’s chance of success
- Prioritizing your use cases to drive quick wins while maximizing reach
- Shifting from reach to demonstrating incremental impact
- Driving the adoption of advanced applications of first-party data
Digital transformation is not just about technology; it’s about people.
—Carrie Tharp, VP of Solutions & Industries at Google Cloud and Board Member at Rue Gilt Groupe and Vera Bradley
In practice, change management is one of the most significant challenges in driving a first-party data strategy. The adoption of a first-party data strategy often represents a new way of marketing for many organizations—one that is intentionally data-driven—and it forces an organization to confront changes along several dimensions, such as the following: