Fireside chat: How Air France is Preparing for a World Without Third-Party Cookies


In December 2020 we invited Jad Naciri, a Customer Data Strategist at Air France-KLM, to join us at our annual customer conference,

Jad, who we had the pleasure of speaking with in-person pre-COVID-19, is an expert in building complex data-driven customer journeys, based on the context and needs of each individual customer. 

In this fireside chat, Jad shares first-hand insights on how Air France adapted their digital marketing strategy to the challenges of COVID-19, and how the marketing team leverages first-party data to build long-lasting relationships with their customers.

Watch the video and learn about:

  • The role of first-party data for understanding the needs of the customer.
  • How customer journeys enabled Air France to mirror their customers in real-time and offer personalized services, tailored to each individual customer.
  • How Air France is able to obtain a 360-degree view of the customer and break the silos between departments.
  • Practical tactics for enriching the first-party data ecosystem while protecting consumers' privacy.

More resources

If you enjoyed this video, you might want to learn more about the topic of responsible marketing.

In this article, our solution architect Matilda Kristoffersson shares her view on why the demise of the 3rd-party cookie is a huge opportunity for businesses to rethink their marketing strategy, plus 3 steps to get you started.

Read the article