How do we, as marketers, balance increased consumer expectations around both data privacy and personalization? Plus, how do we combine what customers are telling us (zero-party data) with what their behaviors are showing us (first-party data!)? In this session, Mikko Westberg, CRM Lead at Strava, will explore both the challenges and benefits of activating first- and zero-party data for cross-channel marketing. He’ll share some practical examples of how Strava has used a crawl-walk-run approach in building out impactful campaigns and share insights and tips for how you can start putting this data to work.