Stephanie Liu

Stephanie Liu

Steph is an analyst serving B2C marketing professionals. Her research focuses on the intersection of marketing and privacy and how to strike a delicate balance between privacy, trust, and consumer expectation, all while navigating a rapidly shifting landscape of regulation and tech limitations. She examines topics like zero-party data, preference centers, the customer data ecosystem, and how to deliver personalized experiences without being creepy. She previously covered marketing resource management and mobile engagement automation in addition to privacy.

Steph’s work has been featured in AdExchanger, Forbes, and elsewhere; she has been quoted in publications such as the New York Times, CNBC, Marketplace, CMSWire, and Beet.TV.

January 9, 2023 Create More Relevance for Loyal Customers With Zero-Party Data

Loyal customers expect brands to treat them differently than the average customer. Forrester’s Consumer Benchmark Survey, 2022, shows that 50 percent of U.S. online adults who belong to a loyalty program(s) say they join to get messages, offers or promotions that are more relevant to them. However, today’s marketers struggle to deliver on that expectation.…