As the third-party cookie fades, advertisers have started shoring up their first-party data, more seriously harvesting it (and sometimes peddling it for additional revenue) as signal loss continues to mount.
It’s what Joelle Park, the new svp and CMO at Best Western parent and global hospitality network BWH Hotels, has spent the last eight months in her new role doing — overhauling customer insights to improve targeting.
“We’re looking across the customer journey,” Park said. “We’re using consumer insights and really understanding what is it that travelers are asking for and need to meet them where they are as we position this brand in the future.”
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The original post is at Marketing Archives – Digiday
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