Why First-Party Data Should Be An Everyday Reflex - The Business of Marketing Interview

Why first-party data should be an everyday reflex

Less than 3% of media is informed by first-party data.

For an industry that has described itself as data-driven for decades, that represents a significant gap between the customer intelligence businesses already have and the data they actually put to work in media.

In a new interview with The Business of Marketing, AUDIENCES Founder & CEO Rob McLaughlin joins John Horsley to discuss why closing this activation gap should be an everyday priority for marketers  not another long-term data strategy.

Rob explores why brands often struggle to activate the first-party data already sitting within their cloud infrastructure, and why the answer isn't necessarily more technology or more data. Instead, it's about making existing data easier to use across media while maintaining control, privacy and security.

The conversation also covers the relationship between the CMO and CTO, AUDIENCES' work with Snowflake and Experian, building enterprise software from day one, and Rob's experience of building a technology business in the UK.

The central message is simple: first-party data activation shouldn't be a project. It should be a reflex.

Read the full interview and listen to the podcast with Rob and John Horsley on The Business of Marketing.

Read and listen to the full interview

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