CMO Challenges for 2024; the Cookie Phase-Out; and Incrementality Testing for Better Measurement

January 7, 2024 Our latest Marketers on Fire profile featuring Kelly Calabria, Chief Marketing and CSR Officer at Blue Cross Blue Shield of North Carolina, examines three challenges her brand is facing in 2024 that likely ring true for many: activating the right data to build customer relationships through personalization; continued collaboration between sales and marketing (particularly on the data story flowing between the two); and solidifying business use cases for generative AI. In a recent conversation, Calabria explored these challenges and her marketing team's approach to tackling them. With the onset of Google Chrome's third-party cookie deprecation, which officially began on Jan. 4 for one percent of randomly-selected users, brands have been focusing on bolstering their first-party data strategies in the meantime. Here's how several companies have leveraged customer data to inform their commerce strategies as the cookie dissipates and measurement challenges proliferate.  Speaking of measurement, Meta recently released its own AI-powered platform, Meta Advantage+, to help brands automate paid ads and social media campaigns to optimize budgets for marketing and communications programs. But the potential value of such solutions varies between brands. Read how incrementality testing can help maximize the value of AI-based platforms. Lastly, we recently brought you an in-depth look at Dos Equis' college football Tailgate Throwdown, where one lucky fan scored the opportunity to design his dream tailgate experience. Here's a look at how other brands have shown up across the tailgate scene, from Bud Light's Backyard Tour to Nike's Yardrunners activation to e.l.f. Cosmetics' pink glow-up bar. Until next week, Kaylee Hultgren Editor Chief Marketer If you would like to sponsor this e-newsletter please contact Dara Brooks at dbrooks@accessintel.com or call (203) 899-8494. Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today. This newsletter is brought to you by:   Brands on Fire: Dos Equis' College Football Tailgate Throwdown Campaign We spoke with Heineken USA CMO Jonnie Cahill about the campaign's marketing goals, KPIs met, the brand's evolving marketing mix, and more. Read More   United Airlines EVP of Communications and Advertising Discusses Integrated Comms Strategies Takeaways for PR and marketing professionals from United Airlines' Executive Vice President of Communications and Advertising, Josh Earnest. Read More   GenAI in 2024: Three B2B Marketing Predictions How will B2B marketing adapt to the GenAI craze in 2024? Here are three predictions. Read More   Cookie Deprecation: Chrome Set to Activate Tracking Protection for Select Users on Jan. 4 Google announced Tracking Protection, a new browser feature that will be active on Jan. 4 for a randomly selected group of Chrome users. Read More   VIDEO: A 2024 Outlook for B2B Integrated Marketing and Communications A look at B2B integrated marketing and communications challenges in the coming year amid uncertain economic times. Read More   Partner Content Want to build stronger customer relationships? Create the right connection with the right tech solutions. Explore how. The Business Value of Consent and Preferences The 6 Dimensions of Data Quality Trust: A Marketer's Competitive Advantage CM 2023 B2B Marketing Outlook Survey Creating Personalized Consent-Driven Experiences The 2023 CM200

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