HEINEKEN USA, facing challenges with third-party data and privacy regulations, implemented a first-party data strategy to build "golden consumer records" using BlueConic. By unifying data from online and offline sources, they created actionable consumer profiles, enabling better segmentation and media efficiency. BlueConic replaced outdated DMP-based segments, helping HEINEKEN improve ad targeting and optimize marketing efforts. This shift allowed for new marketing channels like email campaigns, better event engagement, and increased consumer insights, ultimately enhancing media efficiency, consumer relationships, and loyalty-building strategies.

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