Tim Hayden is the CEO of Brain+Trust Partners, a strategic consultancy that empowers brands to compete and grow revenue by leveraging their primary data, and he serves as Chief of Business Strategy of The Next Practice. Tim has been a catalyst for transformational change in some of the world’s leading brands, including Dell Technologies, Bacardi USA, McDonald's, Hilton Worldwide, Kraft Foods, Shell, and Walmart. He is co-author of The Mobile Commerce Revolution (Pearson, October 2014), lives with his wife and son in Austin, TX, and he hasn't owned a car since 2003. You can follow Tim on LinkedIn, and on Twitter @TheTimHayden.
A version of this article was published in the August 2020 CCO magazine.
Think about just how long we’ve talked about customer centricity in marketing. Now, ask yourself how many brands have truly achieved this ideal.
On paper, it seems like we have the tools to understand our audience, unite and apply those insights to our marketing strategies, and deliver frictionless customer experiences. Yet, few organizations fully realize that potential.
Delivering a customer-centric content experience is the ultimate marketing goal. But data management issues and an impending seismic shift may prevent you from reaching it. Use these approaches to bridge the chasm that will be left when Google, Apple, and others end third-party cookie tracking.
