Dear Reader,

First-party data is having its ‘main character’ moment.

For years, FMCG marketers relied on third-party data to piece together the customer journey. But the game is changing. With the rise of digital media spending and q-commerce, first-party data (FPD) is now centre stage, and FMCG brands are building the foundation, one data point at a time.

This week, we look at how FPD is being reimagined, revisit the roots of marketing analytics, and dive into how AI is shaping people’s behaviour for better or worse.

Let’s get into it.

FMCG’s First-Party Playbook Is Here

Mondelez, ITC, Marico and others are building first-party data strategies that go beyond sales data and media metrics. With q-commerce, D2C, and digital interactions offering deeper insights, the new question isn’t how to gather data but how to activate it for growth.

Read the full story

Why you should care: Because every marketer is becoming a data custodian and this shift could redefine media buying, product development, and CRM for good.

Before Dashboards: The Evolution of Marketing Analytics

Before the dashboards and data lakes, there were gut instincts and market surveys. This week’s MarTech Glossary edition traces the evolution of analytics, how it moved from being a post-campaign report card to a decision-making engine for modern marketers.

Dive into the explainer

Why you should care: Because understanding how analytics evolved helps you wield it better, especially as new metrics (hello, attention economy) enter the chat.

The Human Condition vs. AI

As AI systems get smarter, can they truly grasp our emotions, contradictions, and creativity? Or are they just reflecting us back with eerie precision? This piece explores how AI mirrors and misses the depth of being human.

Explore the argument

Why you should care: Because AI isn’t just a tool anymore. It’s becoming a co-pilot in both consumers' lives as well as marketers.

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Over to You

What’s the most unexpected use case for first-party data you’ve explored lately? Or a moment when your gut beat your analytics dashboard? Share your stories, tag @ETBrandEquity on LinkedIn and let’s keep this community learning from each other.

Stay tuned for the next edition of the MarTech+ newsletter rolling out every week on Wednesday.

– Team ETBrandEquity

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