The Infosys viewpoint paper, "Falling in Love with Your First-Party Data," underscores the critical importance of first-party data in today’s privacy-centric, post-cookie digital environment. It addresses challenges like data silos and reliance on third-party cookies, promoting Customer Data Platforms (CDPs) as essential tools for unifying fragmented data, building rich customer profiles, and enabling personalized, compliant marketing. The paper differentiates CDPs from CRMs and DMPs, shares Infosys’ multi-phase CDP implementation, and highlights how AI enhances CDPs through segmentation, predictive insights, and sentiment analysis. Ultimately, it positions CDPs as the future foundation of customer-centric, data-driven marketing.

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