The Modern CMO’s Playbook to First-Party Data With the CEO of mParticle

We’re thrilled to sit down with Michael Katz, the CEO of mParticle in this episode. mParticle is a leading customer data platform that helps businesses unify and activate their customer data to drive better marketing outcomes. They specialize in integrating various data sources to create unified customer profiles, enabling companies to deliver personalized and efficient marketing campaigns.In our conversation, Michael dives deep into the evolution of customer data management, sharing insights on how the shift from integration to intelligence is shaping the future of marketing. One of the key takeaways is his emphasis on the importance of building a strong first-party data foundation, which is crucial for businesses navigating the challenges of data privacy and third-party cookie deprecation. Another recurring theme is the collaboration between marketing and IT teams, highlighting the concept that "data is a team sport." MK discusses how aligning these departments can lead to better execution and more effective use of customer data. If you're a marketer looking to stay ahead in the rapidly changing landscape of customer data and marketing technology, then this episode is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/ECTN_VC5760 📚 Chapters:(00:00:00) - Intro 🎙️(00:02:28) - MK's favourite challenger brand(00:03:50) - What mParticle does 🚀(00:10:30) - The shift from integration to intelligence 🧠(00:21:50) - Navigating data privacy and signal loss 🔒(00:29:49) - Leveraging AI with transparency 🤖(00:39:31) - Collaboration between marketing and IT 🤝(00:39:55) - Lightning Round ⚡🖊️Mentioned in the show:InterclickApple's iOS ChangesGoogle's Third-Party Cookie DeprecationScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Michael Katz of mParticle in this episodeFind Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedInFind Michael on LinkedIn.Say hi at [email protected], we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024