As third-party cookies disappear and privacy regulations tighten, brands must build trust and personalization through the data they collect directly from customers. This article explores why first-party data matters more than ever, the business impact it can drive, and actionable strategies—including value exchange tools like quizzes and loyalty programs—to help marketers future-proof their growth.

If there’s one channel that keeps proving its worth year after year — it’s email. I’ve seen this firsthand while leading CRM for large...