From Zero to Hero: Building Up Data Stores From Scratch 

First-party data is at the top of the marketer’s wish list this holiday season. But actually having the systems, structures and privacy compliance procedures in place to enable transactions with first-party data is another story. Michael Lampert, director of global marketing data strategy and CRM Lead at Mondelez, took the stage at Adweek’s NexTech Summit to detail how the company embarked on its first-party data collection journey and how it’s evolved into a significant growth engine.