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Asking for a friend: How do I activate first-party data?

Alison Ciccione, director of U.S. media at McDonald's, joins Asking for a friend to discuss activating first-party data. She breaks down why leveraging first-party data allows marketers to reach customers at the right time and see the effectiveness of campaigns. "If you're not using it [data], you're not winning," says Ciccione.