Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
How Starbucks Uses Zero-Party Data to Personalize Marketing
This episode dives into zero-party data—the information customers willingly share—and how Starbucks uses it to power personalized marketing and build trust. We explore how the Starbucks Rewards program collects preferences like drink choices and visit times, then uses that data to tailor offers and recommendations. The result: higher spend, stronger loyalty, and a blueprint for CMOs navigating a post-cookie world. We discuss the privacy implications, the shift away from third-party tracking, and why zero-party data might be the most ethical and effective marketing tool available. Practical…
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