As marketers reacquaint themselves with their target audiences, it’s time to think beyond demographic and rudimentary behavioral information and ask why a consumer behaves the way that they do. It’s not just a Persona, it’s a Decision Profile.
For years, marketers have been preaching a customer-centric approach, but the truth is that most have been skating by with a customer-centric “light” approach that has been heavily reliant on third-party data and cookies.
Cookie deprecation has pulled at the thread of a very big sweater. And it’s not a marketing sweater, it’s a business sweater that impacts so much of what we do it’s hard to tell where one thing ends and the next begins.