Discovering New Audiences with Google Marketing Platform and Customer Data Platforms


This session discusses how digital marketing programs can benefit from customer data platforms (CDPs). Creating digital maturity follows a predictable workflow. We share our process and discuss how marketing tech like Google Marketing Platform integrates with a CDP to empower media and search marketing campaigns with curated data and insights that drive scalable results.

Key Takeaways Include:

  • How advancing Digital Maturity can increase revenue by 25 percent.
  • How does a CDP interact with MarTech like Google Marketing Platform?
  • CDPs can help you reach both known and unknown users with marketing messages.

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Event Details

Only 11 percent of companies effectively use a wide variety of data types to build a unified customer profile, according to Forrester. These same leading organizations are 2.5 times more likely to increase customer lifetime values as a result of unified data management.

Shifts in browser technology and an increasing focus on user privacy mean that effective digital marketing requires better data than ever before. First-party data, the data a company collects, owns, and maintains, is now the key to unlocking real-time digital advertising messaging and personalized customer experiences. Companies must mature their data and marketing processes to fully harness first-party data.

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Ryan Hurley
Senior Director, Media Strategy
Marc Infield
EVP, Technology