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Forget Cookies And Apps: How To Use The Voice Of The Customer As A Data Source


Andrew Kokes, Senior Vice President, Global Head of Marketing. Andrew leads HGS’s global marketing strategy and execution, including product planning, brand positioning and vertically targeted growth activities to support growth through the delivery of innovative Contact Center Outsourcing (CCO) and Business Process Management (BPM) solutions for global organizations.

Andrew Kokes, Senior Vice President, Global Head of Marketing

Article originally published on Forbes Communication Council
Written by Andrew Kokes

Global marketing leader at HGS, CX professional, product promoter, outsourcing innovation fan – with a focus on what’s next..

Over the years, marketers have gotten a lot of help collecting digital data on brand audiences from a variety of web mechanisms. Third-party cookies allow marketers to use functionalities like retargeting and cross-site tracking. Cookie syncing between demand-side platforms (DSPs) and data management platforms (DMPs) has helped them reach target audiences, and apps have collected data on users and shared it with advertisers.

We should have known it was too good to be true.

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