In episode 73 of the Customers Who Click podcast, I had a great chat with Daniel McGaw about building your marketing tech stack, how to use data to help your customers in the best possible way, and why pro-privacy laws may just be scraping the bottom of the data barrel.

Internal teams find it hard to not get overwhelmed by modern marketing tech stacks. These tools have stiff competition and the tech continues to change at an incredible rate. Most tech stacks are nascent or aren’t configured properly. Their complexity can easily overwhelm marketing teams. The larger the organization, the more complexity is seen in its tech stack. 

If done right, data is the key to understanding your customers in-depth so you can help create a better experience for them.

This episode covers the basics of first-party data and how to collect high-quality data through progressive profiling. Dan & I also discuss the dark side of marketing personalization by major brands. The episode shines the light on the weaknesses of data privacy laws. Finally, we also talk about how multi-billion-dollar organizations like Facebook, Google, and Apple are already finding a way to use these laws to profit from their customers.

Daniel McGaw is the CEO of McGaw.io, a marketing technology consulting company that advises other companies on their overall sales and marketing tech stack. His team also runs the utm.io tool to help process UTM data that feeds into a company’s analytics tool. He’s been in this business of data for over 20 years. He was also the Head of Marketing at KissMetrics. 

You can connect with Daniel on LinkedIn, get his book “Build Cool Sh*t” for free on his website, or text “MARTECH” to (+1) 415-915-9011 to demo his team’s process for collecting data through progressive SMS profiling.