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Tightening privacy laws, the rise of AI, and the shift of customer data into operational systems are redefining how brands build trust and deliver seamless experiences across marketing, service, and operations.
Privacy laws have been on the radar for a couple of years now, and are continuing to tighten. AI is shifting the balance of power, and customer data fuels every touchpoint across the enterprise. The marketing playbook is being rewritten.
The real challenge for brands isn’t just compliance or technology; it’s delivering a seamless experience in a world where customers don’t distinguish between a marketing email, a service call, or an in-store interaction. Every touchpoint is judged as part of a single relationship.
“I think the critical thing about using martech outside of marketing is that it’s all about customer experience. The customer doesn’t distinguish a marketing interaction from a customer service interaction, from an operational interaction. For them, it’s all how one’s interacting with the company,” says David Raab, Founder and CEO of Customer Data Platform Institute.
He also talks about how data privacy and consent have become the foundation of customer trust and future data use. He explains that AI is shifting control toward marketers, allowing them to handle simpler tasks while freeing technologists for advanced work.
Top Insights from David Raab:
- With IP addresses and other signals now classified as personal data, loyalty programs and surveys are critical for gathering customer identifiers like email.
- Customers don’t distinguish between marketing, service, or operations; all interactions form a unified brand experience powered by shared data.
- Instead of central standalone platforms, customer data management has migrated into operational systems such as CRMs, ecommerce, and marketing automation platforms.
Watch the full interview here.
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