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First-party data in B2B marketing - a conversation with Mia Mäkipää

When discussing trends in B2B marketing, the usual suspects make it on the list: GDPR, death of third-party cookies, GA4, and first-party data.

In this video Advance B2B's data & analytics strategist Mia Mäkipää discusses what is happening with those trends, especially with first-party data, and what B2B technology companies need to do to prepare themselves for the changes they bring.

Here's what is discussed:

00:46 What's happening with data at the moment?

02:53 How do first-party data affect marketing?

05:39 What companies are in the best position to utilize first-party data?

07:50 How to start utilizing first-party data?

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