In this episode of Conversations with MarTech, Mike Pastore of Martech.org sits down with Alex Theriault, Chief Growth Officer at Lotame, to explore the barriers, breakthroughs, and unexpected lessons brands are discovering as they tackle first-party data strategy.
Q: What’s the biggest challenge brands face when it comes to first-party data?
Alex Theriault:
The short answer? Silos — both technical and organizational. We often see brands with data scattered across CRMs, loyalty programs, mobile apps, websites, and ad platforms. Each one is a valuable touchpoint, but they’re rarely integrated.
The harder part? Internal politics. Teams don’t always talk to each other, and ownership of data can be murky. It’s not just about making the tech work — it’s about aligning people, goals, and processes.
Q: So silos are more than just a tech issue?
Alex:
Absolutely. Tech silos are often just a reflection of operational silos. In large organizations — think automotive or global CPG — different business units might run like separate companies. Add in regional differences, data regulations, and multiple agency partners, and it becomes even harder to unify efforts.
Q: With so many stakeholders — from marketing ops to legal — how can companies avoid turf wars?
Alex:
Start with a clear internal lead — whether it’s marketing or tech — and give them the runway to act as project manager. They should lay out an achievable roadmap, define roles, and communicate the “why” to each stakeholder.
You also need to find quick wins that deliver value to multiple teams. It’s classic crawl-walk-run — but with transparency and shared wins along the way.
Q: Does it matter which team (marketing or tech) leads the data strategy?
Alex:
Not necessarily, but the approach can be very different. Tech often wants to build perfect systems before moving forward. Marketing is usually more comfortable working with directional signals — they’d rather move now with 1 million usable data records than wait for all 10 million to be perfectly stitched.
So it’s about finding balance: move fast where you can, but don’t sacrifice long-term integrity.
Q: How has the shift toward centralized data stacks — like data warehouses — changed the game?
Alex:
It’s had a big impact, especially now that AI is part of nearly every conversation. Data isn’t just informing decisions — it’s powering predictive models.
But AI is only as good as the data underneath it. To truly understand customers — past, present, and future — brands need large-scale, validated, interoperable data sources. And that means layering in second- and third-party data on top of first-party to fill the gaps.
Q: Are certain industries leading the way in first-party data?
Alex:
Retail media is ahead — they’re data-rich and have a strong business model. But there are great examples in CPG too.
One of my favorites is Eggland’s Best. Most people don’t visit an egg brand’s website or download an egg app, right? But Eggland’s Best has captured over 500,000 first-party data touchpoints.
They’ve mapped the customer journey, segmented audiences, shifted spend to CTV, and even suppressed known customers from prospecting campaigns. That’s proof you can get creative with first-party data, no matter the vertical.
Q: How is B2B doing in comparison to B2C?
Alex:
B2C is more mature overall, but B2B is evolving. The challenges are different — from identifying users across multiple work and personal profiles to managing fragmented communication channels post-COVID.
There’s still work to do, but B2B marketers are beginning to adapt their strategies to meet new realities around identity, context, and content delivery.
Final Thought: What’s One Thing Brands Should Remember?
Identity and data strategy aren’t one-team initiatives. They require alignment across tech, marketing, legal, and revenue. Find shared goals, celebrate small wins, and remember — perfection can’t stand in the way of progress.
📌 Want to learn more about how Lotame supports first-party data strategy, identity, and AI readiness? Connect with a data expert.
