Building marketing campaigns from customer relationship data

In this episode of the Voices of Search podcast, host Jordan Cooney interviews Eddie Patzsch, VP of Revenue at OptiMove, about leveraging first-party CRM data to create high-performing marketing campaigns. They discuss the evolution of data from third-party to first-party and the increasing importance of accuracy and behavioral signals. Eddie explains how AI is transforming the ability to use first-party data, enabling personalized customer experiences and a single marketing view. The conversation covers zero-party data, multimodal experiences, and the challenges of data stitching and organizational silos. Eddie provides practical steps for marketers to integrate data, collect zero-party data, and use AI to optimize campaigns and segments, emphasizing the importance of measuring engagement and tying revenue directly to marketing efforts.