An increasing trend in 2022 will be brands at all points of the supply chain wanting to be seen as consumer insight-driven thought leaders, even as new regulations and the death of the cookie reshape the customer data landscape, according to James Fox, Head of Data and Analytics at Canvas8.

Why it matters

New regulations and the death of third-party cookies will see brands pivoting to new approaches for consumer insights and big data. Fox predicts that in 2022 ‘humanisation of data’ will be at the fore. Brands will need to work harder to deliver personalised experiences based on the...