Liz Rivera

Liz Rivera

Senior Product Marketing Manager

Liz Rivera is a Senior Product Marketing Manager at Okta. Her main focus is enabling the success of Marketing and Digital Teams with the Okta Customer Identity Cloud. As a marketer with 20 years of experience successfully bringing to market various IT security products and services globally, Liz is passionate about ensuring that customers' voices are recognized, and heard.  In this role she has the pleasure of both gaining insights from her peers while educating them on how they can optimize two key marketing goals: acquisition and retention with customer identity. 

What is zero-party data and why does it matter now?

In a 2022 survey, McKinsey found that personalization can cut customer acquisition costs in half and increase marketing ROI by a third. In the same survey, 85% of customers say that knowing a company’s data privacy policy is important before making a purchase.  Consumers respond well to personalization and they want to be in control of what…
By Liz Rivera in Industry Insight
September 29, 2023

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Industry Insight 1

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zero-party data
Customer identity
Customer Experience