Data cooperatives are unlocking collaborative strategies for brands
Mounting pressure on legacy digital identifiers and expanding consumer data regulations recently prompted leading management consultancy, the Winterberry Group, to explore the marketing industry’s response.
With input from senior brand managers and research conducted across 26 industry leaders involved in the use of data and data collaboration, Winterberry published ‘Collaborative Data Solutions: The Evolution of Identity in a Privacy-First, Post-Cookie World’.
The paper highlights a generational opportunity for permissioned data partnerships to improve scalable insights, measurement and marketing activation dramatically. In short, harnessing a collaborative data strategy will provide marketers a competitive advantage. In the sections that follow, highlighting each of its major approaches, the focus is on overcoming challenges through collaborative data solutions…