Most companies today, no matter how big or small, compete in a truly global marketplace. As a result, the pressure is on marketers to understand their customers more deeply. This understanding is the basis for effective campaigns and great experiences that increase conversions, create loyalty, and — ultimately — foster long-lasting and valuable relationships. You can only achieve this kind of deep understanding of customers by collecting and properly leveraging high-quality data. However, obtaining customer data is no easy feat. As privacy awareness has increased — and for good reason — so has privacy regulation. Today, understanding customers through data is challenged by: The impending elimination of third-party cookies, greatly impacting the ability to target users across sites and brands, driven by privacy regulation requiring user consent data collection Consumer reluctance to share data without a clear value exchange (e.g. trustworthy, personalised, and frictionless omnichannel experiences) Complications presented by multi-brand.