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It outlines how large enterprises build more effective marketing operations by integrating partner-derived second-party data, using customer 360 journeys, and closing the digital feedback loop across scattered touchpoints. It also presents a C360 foundation approach, tagging design and implementation, campaign A/B testing, and a data activation test framework supported by dashboards and analytics.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/data-and-ai-market-trend-digital-trends/253283/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/data-and-ai-market-trend-digital-trends/253283.png","ImageObject",442,249,{"name":88,"@type":89},"supergirl","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-27","2026-09-13",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",13,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"How will the shift to a cookieless future affect data strategy?","Question",{"text":109,"@type":110},"The document notes that third-party cookies will be fully phased out by end of 2024, with only a few companies prepared. It implies the need to rely on structured first-party and partner data to sustain personalization and measurement.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"What is the role of 2nd and 3rd party (partner) data in marketing?",{"text":114,"@type":110},"Large companies are starting to incorporate second-party data from partners into their marketing operations. This supports more targeted, insight-driven customer engagement as part of the marketing operating model.",{"name":116,"@type":107,"acceptedAnswer":117},"What are the key deliverables within the C360 and analytics approach?",{"text":118,"@type":110},"The strategy includes a data maturity assessment report, a data capturing initiative roadmap, a journey backlog with prioritization, and C360 implemented on a cloud data platform with dashboards for C360 and tagging.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},253283,1791372069,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":136,"language":137,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":61,"update_tm":141,"read_time":73},962088121634,"https://ap-avatar.wpscdn.com/davatar_9964176cb1d06d4a9deccf72a44ae3dc","Data and AI Market Trend  \nBilly Tsang  \nLatest Digital Trends  \n1 EmbrCookiaecing for thless Worlde  \nThe 3rd party cookies will be fully phased out by end  \nof 2024 but only a few companies are prepared for  \nthe cookieless future  \n3 Emerging Use of 2 nd & 3 rd Party Data  \nBig companies are starting to incorporate 2 nd party data from their partners into their marketing operation  \n2 Raising Customer Demand  \nin Personalized Experiences  \nPersonalization is the top driver of growth for businesses now  \n4  \nGBA is the Trend  \nMainland visitor is a key force which the engagement ecosystem in China is different from HK/International.  \n2 | Copyright © 2022 Deloitte Digital  \nClosing the Digital Feedback Loop  \nConnecting scattered touchpoints and interactions as a progressive and cohesive journey  \nExploratory Data Analysis Customer 360 Journey Realization  \nC R O S S-C H A N N E L D A T A  \nData Sources  \nIntegrated customer repository  \nBetting (Web. App)  \nMember app  \n3rd party data & others  \nPotential Data Points  \nInternal Data  \n􀂃 Account Data  \n􀂃 Membership Data  \n􀂃 Demographics  \n􀂃 Channel Preference  \n􀂃 Catering Preference  \n1st Party Data  \n􀂃 Website cookie  \n􀂃 Visit duration  \n􀂃 Clicks  \n􀂃 Browsing history  \n􀂃 Betting history  \n􀂃 Email engagement  \n􀂃 Customer feedback  \n2nd & 3rd Party / Partner Data  \n􀂃 Location  \n􀂃 Brand FB/IG liked  \n􀂃 Social Campaign Engagement Data  \n􀂃 Post Sharing  \nPet Owner Frequent  \nGambler  \nResponsive to Campaigns Willing to  \nSpend  \nSegment =  \nPropensity to Engage  \n=  \nEvent  \nOnboard  \nAccount Activation  \nFirst Deposit  \nDigital Adoption  \nEvent Participation  \nOnline-to-offline  \nSpecific Spending  \nAnniversary  \nFriend Referral  \n1 Insight-Driven Organizational (IDO)  \n\n| \u003Cbr>Strategy Plan |  |\n| --- | --- |\n| \u003Cbr>Business and Technical Consultants to map out current states and formulate the best QUICK WIN action plan |  |\n| Deliverables:\u003Cbr>• Data Maturity Assessment Report\u003Cbr>• Data Capturing Initiative Roadmap\u003Cbr>• Journey backlog & prioritization | Key benefits:\u003Cbr>• Provide a solid blueprint for tagging and C360 design\u003Cbr>• Select most impactful journey for end-to-end test |\n\n3 C360 Foundation & Analytics Insight  \n\n| \u003Cbr>To implement C360 on Cloud Data Platform, provide a data foundation for segment generation & new customer insights |  |\n| --- | --- |\n| Deliverables:\u003Cbr>• C360 implemented on Cloud data platform with Teradata and offline files\u003Cbr>• Tableau dashboards for C360 and tagging | Key benefits:\u003Cbr>• Act as foundation for Year 2 realization with more journeys\u003Cbr>• Dashboards to visualize biz values, e.g. increase in conversation rate, lower CPA, etc. |\n\nTagging Design & Implementation  \n2   \n\n| \u003Cbr>To design & implement tagging on C360 in a structured andreusable manner |  |\n| --- | --- |\n| Deliverables:\u003Cbr>• Tag and Persona Library\u003Cbr>• Tag implemented on C360 for data activation test & analytics | Key benefits:\u003Cbr>• Increase the quantity (e.g. tag per customer) and quality (e.g. touchpoint coverage per customer, typeof tag per customer) |\n\nEnd End  \n\n| \u003Cbr>To run a campaign with sophisticated A/B test to prove an enhancement in biz KPIs |  |\n| --- | --- |\n| Deliverables:\u003Cbr>• Campaign designed and executed with measurable KPI enhancement\u003Cbr>• Testing methodology and future recommendations | Key benefits:\u003Cbr>• Proven biz results, e.g. increase edM open rate, lower advertising CPA, higher engagement rate on digital channel, higher conversion, etc. |\n\n-to-  \n4 Data Activation Test  \n5 | Copyright © 2022 Deloitte Advisory (Hong Kong) Limited. All rights reserved.  \nFurther demonstration  \nof our work.  \nOur proven technical capabilities, business know-hows, industry experience, and well-rounded strength across the globe  \nLeading Property Leading Real-Estate Global Luxury Leading Automotive French Luxury  \nDeveloper Developer Fashion House Company Conglomerate  \nTech  \nBenefit  \nCustomer Data Platform App  \nLoyalty Engine  \nStreamlined customer  \nand marketing camp","cbCaiiDG96t40zot","https://ap.wps.com/l/cbCaiiDG96t40zot","pdf",1032115,6,"English","# Data and AI Market Trend\n## Latest Digital Trends\n## Emerging Use of 2nd & 3rd Party Data\n## Closing the Digital Feedback Loop\n## Exploratory Data Analysis & Customer 360 Journey Realization\n## Cross-Channel Data\n## Strategy Plan\n## C360 Foundation & Analytics Insight\n## Tagging Design & Implementation\n## Campaign Design and A/B Testing\n## Data Activation Test\n## Further Demonstration of Capabilities","[{\"question\":\"How will the shift to a cookieless future affect data strategy?\",\"answer\":\"The document notes that third-party cookies will be fully phased out by end of 2024, with only a few companies prepared. It implies the need to rely on structured first-party and partner data to sustain personalization and measurement.\"},{\"question\":\"What is the role of 2nd and 3rd party (partner) data in marketing?\",\"answer\":\"Large companies are starting to incorporate second-party data from partners into their marketing operations. This supports more targeted, insight-driven customer engagement as part of the marketing operating model.\"},{\"question\":\"What are the key deliverables within the C360 and analytics approach?\",\"answer\":\"The strategy includes a data maturity assessment report, a data capturing initiative roadmap, a journey backlog with prioritization, and C360 implemented on a cloud data platform with dashboards for C360 and tagging.\"}]","Data and AI Market Trend - Digital Trends | PDF",1789265085]