Consumer trust is hard to earn and easy to lose. As Google edges closer to ceasing third-party cookie tracking, Apple introduces a raft of privacy controls and consumers become ever-more proactive about protecting their data, marketers need a new way of connecting with consumers online.

Not a way that seeks to circumvent privacy regulations or surreptitiously gather data, but a strategy rooted in relationship marketing. A philosophy steeped in growing long term relationships directly with consumers while understanding their true wants and needs to better deliver personalized products and services. To realize this, brands need to be powering personalization with the right class of data — zero-party data.

This paper will show rather than merely tell, with successful stories from leading brands who are leveraging interactive experiences and next-gen loyalty programs to learn more about their customers and deliver better personalization across the entire customer lifecycle.