VIDEO | Artefact Managing Partner: Importance of 1P Data Is Rising

(US and Canada) Ghadi Hobeika, Managing Partner at Artefact, speaks with Kellie De Leon, Senior Director of Marketing for Treasure Data, in a video interview about his passion for data, how it shaped his career, and the impact of the end of third-party cookies on brands.

Hobeika started his career as a strategy consultant and refocused on analytics, leading data transformation projects across the retail, e-commerce, and real estate sectors. Speaking about his career progression, he says it is driven by his passion for disruption, new ideas, finding the status quo, and looking for more efficient and creative ways to operate and grow businesses.

Next, Hobeika shares his views on the need for advertisers to prepare for cookie deprecation and continue to deliver value to businesses. He says advertisers that have heavily relied on third-party cookies will face challenges. To deal with those challenges, he recommends companies begin getting their own data in order, securely collecting consent-based data, storing it, cleaning it, unifying it, and testing new ways to target or segment their audiences.

Hobeika elaborates that the importance of 1P data is rising, leading to the heightened focus on direct marketing and CRM programs. He adds there is an ongoing modernization trend with new avenues — such as retail media — crossing between first-party data and media platforms.

When asked if cookie deprecation is good or bad, Hobeika says brands now must focus on building solid and relevant relationships with their customers instead of relying on alternative ways of engaging with them.

As a final note, Hobeika emphasizes that being more responsible and relevant with data will lead to more relevant personalization practices. While technology will help, it has to be driven by the right mindset, he states.

CDO Magazine thanks Ghadi Hobeika for sharing his insights and data success stories with our global community.