Introduction Centralized customer data is at the core of a successful long-term customer engagement in the new digital age. It is essential for superior customer service and delivering on customer expectations. But in order to draw useful, reliable insights from your customer data, you need to have an accurate snapshot of your customer—with as much information as possible. A significant change affecting marketers is the end of third-party cookies. Cookies have long been a primary tool for tracking and collecting consumer data on the internet. But times are changing. Google may have delayed its plans to block third-party cookies from its Chrome browser to 2024, but it will happen.

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