The Death of the Anonymous Visitor: Redefining Anonymous Visitors
A company’s first-party data is undoubtedly a growing source of competitive advantage and the critical element in developing a unified customer view. Because of traditional marketing approaches, we often wait until a potential customer has provided a source of identity before focusing on the delivery of a personalized customer experience. But the opportunity to start building a better customer understanding and comprehensive engagement approach much earlier is not only possible – it’s increasingly paramount. In this interview, Jay Calavas, Chief Innovation Officer at Tealium, redefines the notion of ‘anonymous’ data and detail how today’s marketers can leverage rich, first-party customer and visitor data long before an identifier is captured.