First-party data claims the top spot on marketers’ priority list, but actually having the systems, structures and privacy compliance procedures in place to enable transactions on first-party data is another matter. Consumer packaged goods companies, typically selling through retailers, have particular barriers to collecting and sorting valuable data. And moving beyond the gimmick to use identity to power their brands’ growth takes a different set of muscles.

Join Michael Lampert, director of global marketing data strategy and CRM Lead at Mondelez, as he details how the company embarked on its first-party data collection journey and how it’s evolved into a significant growth engine.