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.

Three ways Customer Identity supports data compliance and security

Website logins. Mobile apps. Customer support portals. Chat. Digitizing the user experience means most companies have vast amounts of data on their clients, collected across multiple channels and stored in different systems. Depending on the jurisdiction, industry, or type of data, your organization must comply with many regulations governing…

Website personalization: Personalizing experiences without third-party cookies

For most of human history, most people lived in tight-knit communities where every interaction was inherently personalized. As city-states emerged and populations grew, personalized experiences remained the norm, and it’s only relatively recently that impersonal or anonymous exchanges became common. But because of our hardwired affinity for…

What you might not know about conversion rate optimization

Conversion rate optimization (CRO) is such an important topic for today’s marketers that a Google search for the subject delivers an endless stream of results, with web companies big and small offering everything from short overviews to “ultimate” step-by-step guides. However, we believe almost all of these results overlook a crucial contributor…

Filling the third-party cookie gap with first-party and zero-party data

With third-party cookies poised to disappear, many marketers are wondering how to fill the coming information void. The bad news is there isn’t a straight substitute for the broader context third-party cookies provide. But the good news is other data sources can help marketers make informed strategic and tactical decisions and continue driving…

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…