Providing targeted and highly personalized consumer experiences across digital channels is a key ingredient in Sony Corporation of America’s success. A sound data strategy is central to that mission. Wanting to adapt its strategy for a post-third-party-cookie world, Sony partnered with Forrester. In this video, Sanjay Venkatesh, vice president of marketing technology at Sony Corporation of America, explains how Forrester helped his team anchor its data strategy around zero- and first-party data. Forrester also worked with Venkatesh’s team to find the right customer data platform. As a result of this work, says Venkatesh, the team has achieved a significant increase in its return on advertising spend and strengthened customer retention and loyalty.
