Martech Interview with Alex Chapko on Analytics platform AI is a game-changer for Adtech and Martech capabilities. This Martech interview on Analytics platform with Alex Chapko highlights the importance of Piano Analytics platform and DMP features. Quite often, founders become victims of wishful thinking. Don’t be satisfied with early signs of traction, keep digging and developing your market understanding, clients’ needs, pitch, and product until you’re able to sign contracts on a regular basis using repeatable processes. Surround yourself with people who have an entrepreneurial mindset and give them as much power as possible to make decisions and drive the area they are responsible for in a necessary direction. The introduction of AI technology has been a game-changer for adtech and martech capabilities. For example, AI allows us to provide predictions, anomaly detection and causality analysis. AI allows marketing and advertising teams to scale their communication with digital customers, keeping it personalized and relevant. Defining Analytics platform - Piano Analytics is an advanced analytics solution built to address the challenges many users face with tools available today from legacy players like Google Analytics and Adobe Analytics. Our goal with this platform is to generate a single source of truth in reporting, for segments, or for targeting, by unifying data, including marketing analytics, product analytics, content analytics, transaction data and first-party data. About Alex Chapko - Alex Chapko is General Manager & VP, Eastern Europe, Middle East, Central Asia, and India at Piano, a global analytics and activation platform. About Piano - Piano’s Digital Experience Cloud empowers organizations to understand and influence customer behavior. By unifying customer data, analyzing behavior metrics and creating personalized customer journeys, Piano helps brands launch campaigns and products faster, strengthen customer engagement and drive personalization at scale from a single platform. For more such updates, check Out recent Martech Cube Interviews. https://www.martechcube.com/martech-interview-with-alex-chapko-vp-eastern-europe-middle-east-central-asia-and-india-at-piano/

Key Steps for creating a first-party data strategy For all the talk about a first-party data strategy, there hasn’t been much discussion of what a first-party data strategy actually is or how you should think about one. The truth is, any company with a customer has a first-party data strategy. A first-party data strategy is your plan for using this data to support your goals and with third-party cookies going away, there’s no better time than now to use the data from your customer engagements to create a differentiated customer experience. So, how should you think about a first-party data strategy? Here are some basics to get started. Business Objectives: Define Your Use Cases and Objectives - Even though having a first-party data strategy might be new to you, your goals are not. It feels obvious to say, but start with what you want to do for your customer. Your Target Audience: Define Customer Lifecycle and Audience Segments - When you define your own customer lifecycle, you know the key stages when visitors are engaging with your business in different contexts and using different channels. Required Data: What Are Your Data Sources? It ALL Starts with Data Collection - In Step 2, the right first-party data helped define your customer lifecycle and audience segments. There are a variety of ways to understand your customers through Customer data platforms. Required Systems: Where Do You Want to Use Your Insights? - The way you segment your customer base in step 2 also plays a huge role in your first-party data strategy. A VIP could be someone who buys a lot or buys frequently. Measurement: What Do You Want to Measure? - Last, but not least…measurement! This is an ongoing process of defining targets, measurements, and establishing the necessary reporting and monitoring to ensure success. For more such updates, check Out recent Martech Cube blogs. https://www.martechcube.com/a-marketers-guide-5-key-steps-to-creating-a-first-party-data-strategy/