The world is growing increasingly data-centric, with first-party information like customer relationship management data, financial transaction data, and survey responses continuously being gathered by businesses all over the world to optimize their services. Because of this, organizations that know how to leverage third-party data – and the broad data ecosystem beyond their own – gain an acute advantage in developing comprehensive insights, enabling them to create hyper-personalized experiences for their customers and prospects.

“What is so important – particularly now, for this next billion users – is marketers don’t really have a strong understanding of what makes these users tick. They’re a new user group,” says Eyeota co-founder and CEO Kristina Prokop. “This is where non-first-party data becomes very important.”

In this episode of AWS’ Next-Gen Technology Builders, Prokop speaks to Anna Green, head of AWS’ small and medium business team across Asia Pacific and Japan, about the importance of harnessing the potential of the data ecosystem in a consumer-friendly and privacy-compliant way.