The top of your funnel is always hungry. With Google’s imminent cookie phase-out, increased data privacy regulations, and the impact of Apple’s iOS updates on Facebook advertising, it has become a lot harder to feed the funnel using third-party data to find and acquire new customers. If there’s a silver lining to this situation, it’s that the necessary increased focus on fostering relationships with customers means you’ll understand them better and be able to provide better experiences, ultimately increasing customer lifetime value.