What we see is that these changes are changing the way organizations work .” Thus begins his contribution to the event José Yañez, SVP Cloud Sales at Salesforce, who also extends the concept to the user’s vision, which is not always simple. «For many brands it is difficult to create that vision of the user and the browser and channel. Build those multi-channel cases,” he says.

From there, the construction and adoption of what we see is based on three fundamental pillars: Build data assets that are useful to companies so they can interact with contact types.
Manage consent to access governance and consent tools. Build that unique view of the user to segment and create those relevant audiences on third-party channels.

Progress of The Users Over Time

In this way, if one channel is orchestrated with another, it will be able to have relevant interaction and the vision of the CDPs, in addition to the progress of the users over time. « We must pivot and better understand which are the channels that impact this user experience.

The adoption of a CDP depends on the level of maturity that organizations have”, adds Yañez, while concluding with the point of view of Poland B2B list salesforce: “Depending on the data architecture that customers have and the level of Customer Engagement they want to reach , it is about an evolutionary maturity cycle in order to get to a level of personalization in real time and have a single view of the user .”

Email Database

How Do We Anticipate the Situation?

The event ended with a round table moderated by Javier Piedrahita, CEO & Founder of MarketingDirecto.com in which one of the previous speakers, Carlos Rojas, participated, along with Adriá López, Head of CRM at FC Barcelona and Mónica Rodríguez, Regional Sales Director. & Salesforce Data Solutions. It reflected on the paradigm that we have been talking about throughout the meeting. Among them they provide some of the keys to keep in mind to survive in this world without cookies.

For the representative of FC Barcelona, ​​this new environment will be a problem. Because until now there was no strategy whose priority was to collect data. From his company they did not need it and this new reality will make them adapt quickly. We are focusing on collecting user information, but above all providing something more. An experience that helps organically capture something particular.

For his part, Rodríguez points out that the methodology of third-party cookies was neither reliable. The sector has wanted this change for a long time, it is a technological challenge, but a positive one «. In addition, the example given by the Salesforce representative. Is that 20% of users decline cookies if they are given the option. So if brands want that information, they will have to give something in return that adds value.

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