How to harness first-party data and win a cookie-free future

How to harness first-party data and win a cookie-free future

How prepared is your organization for the imminent loss of third-party data?

Are you ready for first-party data to take center stage in your marketing strategy?

Perhaps you feel unsure of how to use first-party data?

While removing cookies away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with highly transformative, personalized experiences.

On April 27, I ran a webinar with Vishal Maru, Vice President of Digital Solutions at iQuanti. He explained how organizations can embrace the power of first-party data and better connect with their customers.

Here is a summary of the webinar. To access the entire presentation, complete the form.

How will advertisers be affected?

The changing privacy landscape has a significant impact on the digital marketing ecosystem and is caused by:

  • A change in the customer’s mindset.
  • Privacy regulations, such as the General Data Protection Act, the Consumer Privacy Protection Act, etc.
  • Privacy changes from major players, such as Google and Apple.

[See the full impact of privacy changes] Instantly access the webinar →

What does this mean for advertisers

Reducing and removing third-party data is likely to:

  • Ineffective targeting.
  • Measurement and attribution challenges.
  • Inability to track reach and frequency.

All this leads to lower campaign efficiency, lower ROI for advertising, and scope limits.

Why first party data?

First party data is the only surefire solution during these uncertain privacy changes, in terms of:

  • health.
  • relevance.
  • Availability.
  • cost-effectiveness.

[Learn how first-party data can still provide incredible value] Instantly access the webinar →

How to make effective use of first-party data

The good news is that first-party data is already inside your organization and your marketing database.

The key is to understand how your proprietary data is located, used, and implemented:

  1. Plot.
  2. Actively increasing first-party data generation methods.
  3. improve profitability.
  4. Create partnerships to benefit from the data of the second party.
  5. Personalize.
  6. Gather consent.

Key Ingredients for Building a Strong First Party Data Strategy

  1. Build strong first-party data and MarTech infrastructure.
  2. Effectively leverage first-party data for digital activation.
  3. Effectively benefiting from the data of the first party for measurement and reference.

[Learn exactly how publishers & retail segments are doing this] Instantly access the webinar →

How to build an implementation roadmap

Organizations face challenges by effectively leveraging first-party data for digital marketing.

These challenges are:

  • Data warehouses and organizational.
  • Lack of internal capabilities.
  • Lack of an effective full-path activation strategy.

Steps to overcome challenges and build a roadmap

Step 1: Build a first-party data strategy.

  • Break down organizational and data repositories.
  • They came together to build a first-party data strategy (including identifying all data sources, cleaning data, mapping across the customer journey, and building data opportunities).

Step 2: Invest in a strong infrastructure.

  • Use setup platforms – CDP, CMP, ID Resolution, Personalization, GMP, etc.
  • Building a connected infrastructure.

Step Three: Build or Increase Capacity.

  • Use data science, advanced analytics, and platform-specific capabilities (CDP, customization, etc.).
  • Increase resources.

Step 4: Effectively Activate First Party Data.

  • A section for prioritization and personalization.
  • Take a complete funnel approach.
  • Leverage artificial intelligence/machine learning for advanced strategy (eg, predictive audiences).

[Find out how to get a first-party data self-assessment] Instantly access the webinar →

[Slides] How to harness first-party data and win a cookie-free future

Here is the presentation:

How to harness first-party data and win a cookie-free future from search engine magazine

Join us for our next educational webinar!

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photo credits

Featured image: Paulo Bobetta/Search Engine Magazine

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