Putting your consumers first: How first-party data can help create highly engaged consumers and strong brand equity

Room 3 | 11:45 am - 12:15 pm | Wednesday, February 22, 2023

First-party data is used more than ever to build successful relationships between brands and their customers. It’s not just about selling a product, it’s about creating a personal bond with customers and developing the “right products” to solve specific needs. When a data-driven strategy is implemented in product development, consumer journeys and consumer experiences, it can provide a significant impact on a brand’s success – an essential tool for success within Fossil Group, a global design, marketing, distribution and innovation company.

In this presentation from Fossil Group’s Deepa Iyer, joined by Nancy Brigham from Dynata, you’ll learn how Fossil Group incorporates first-party data into the way they create, market, and communicate with their target consumers to build long-term brand health and customer retention. We will share:

• How to build and maintain successful customer relationships throughout the entire customer journey, even as customers move across more channels and devices.
• How data can be leveraged best to engage and connect with the customer to develop long-term loyalty and brand value.
• What information and methods should be utilized to target more effectively and create personalization that builds direct marketing relationships.

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