How’s this for a sobering statistic: only 14 percent of marketers have achieved a 360-degree view of the customer, according to a Gartner research survey. Nor does achieving full customer data integration necessarily result in value creation, the research shows. Enter the digital twin of the customer (DToC), a virtual representation of a customer that can simulate behavior and learn to anticipate it. Read how this fledgling technology could be a potential alternative to that illusive 360-degree customer view, according to a Gartner opinion piece in AdExchanger.

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Loyalty programs can unearth a treasure trove of first-party customer data. One brand that’s capitalized on the tactic is quick-serve restaurant Noodles & Company, whose marketing department overhaul included a revamp of its rewards program. Read about how and why the company transitioned to a points-based offering, according to a piece in AdExchanger, as well as additional positive outcomes of the upgrade.

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When it comes to targeting online users with personalized messages, brands with access to first-party data sets have an advantage over competitors—and will continue to maintain an edge as privacy rules governing digital media become more restrictive. Dairy and food manufacturer Land O’Lakes has enjoyed some success with its data collection strategy of late by leveraging a CDP, mining its websites and newsletters for valuable data and incorporating timing into its targeting strategy. Here’s how the company is converting customers with smarter data management, according to an article in AdExchanger.

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