Organisations continue to hold their customers at the heart of their strategic focus, especially in relation to transformation, growth and elevation of the brand. As third-party tracking becomes a thing of the past, organisations embrace compliant first-party data as their foundation.

By generating accurate customer behavioural profiles, managed through the data warehouse or lake, organisations gain a single unified view into their customers’ behaviour journey, all in real-time. The result: data and data science teams no longer have to work with obsolete, stale data, but instead can act with agility and precision to support critical decision-making in minutes instead of hours and days.