Find new testing methods and KPIs. Test and simulate personas from first-party data to find underserved audiences. We’ve all been potentially speaking to the wrong audiences because cookies are inaccurate. Look no further than recent data by Truthset and the Coalition for Innovative Media Measurement, which just tested the accuracy of linkages based on 3.9 billion data records from multiple vendors.

Tim Glomb, vice president of global content at Marigold, formerly CM Group, a relationship marketing solutions provider, told CMSWire that the data collection landscape is changing due to new privacy regulations and with companies like Google and Apple changing how data is shared. “Zero-party data is quickly becoming the source of truth for any organization’s personalization efforts if they want to succeed.”

Today, CM Group CEO Wellford Dillard introduced Marigold, which brings together the company’s global, cross-channel email and martech solutions, technologies and services under one brand. Marigold’s offerings are united by a singular mission and focus: to deliver world-class relationship marketing solutions that enable customers around the world to grow, scale and future-proof their businesses. Customers are already benefiting from the collective power and force multiplication of Marigold’s full-solution portfolio, which is accelerating innovation across all Marigold products and making market-leading developments available to customers faster.