Traditional vanity metrics like open & click rates are becoming unreliable. Marketers must shift towards meaningful indicators while prioritising quality content and user experience. By implementing a connected tech stack, businesses can better track customer interactions. Focusing on value and personalisation will drive sustainable engagement and growth in a privacy-centric landscape.

First-party data is essential for enhancing customer experiences, yet trust issues prompt many customers to seek anonymity. Companies must prioritise security, accuracy, and compliance while creating a genuine value exchange, leveraging tools like Salesforce Data Cloud to unify and effectively use data for personalised interactions