How prepared is your organization for the imminent loss of third-party data?
Are you ready to put first-party data at the center of your marketing strategy?
Maybe you’re not sure how to use first-party data?
While the disappearance of cookies will reduce your access to third-party data, you can still strike the right balance in your acquisition strategy and provide your customers with a high-converting, personalized experience.
On April 27th, I hosted a webinar with Vishal Maru, VP of Digital Solutions at iQuanti. He explains how businesses can harness the power of first-party data and better connect with customers.
Here is a summary of the webinar. To access the entire presentation, Complete the form.
How advertisers will be affected
The changing privacy landscape is having a huge impact on the digital marketing ecosystem because:
- Changes in customer perceptions.
- Privacy regulations such as GDPR, CCPA, etc.
- Privacy changes for major players like Google and Apple.
[See the full impact of privacy changes] Access the webinar now →
What this means for advertisers
The reduction and deletion of third-party data may result in:
- Invalid targeting.
- Measurement and attribution challenges.
- Unable to track range and frequency.
These can lead to lower campaign efficiency, lower ad ROI, and scale limitations.
Why First Party Data?
During these uncertain times of privacy changes, first-party data is the only reliable solution, in terms of:
- accuracy.
- association.
- availability.
- Cost-effectiveness.
[Learn how first-party data can still provide incredible value] Access the webinar now →
How to Use First-Party Data Effectively
The good news is that first-party data already exists in your organizational and marketing databases.
The key is to understand how to locate, use and enforce the data you have:
- segmentation.
- Actively add ways to structure first-party data.
- Optimize profitability.
- Form partnerships to leverage second-party data.
- personalise.
- get agreement.
A key component of building a strong first-party data strategy
- Build a robust first-party data and MarTech infrastructure.
- Effective use of first-party data for digital activation.
- Effective use of first-party data for measurement and attribution.
[Learn exactly how publishers & retail segments are doing this] Access the webinar now →
How to Develop an Implementation Roadmap
Organizations face the challenge of effectively leveraging first-party data for digital marketing.
These challenges are:
- Organization and data silos.
- Lack of internal capacity.
- Lack of an effective omnichannel activation strategy.
Steps to overcome challenges and develop a roadmap
Step 1: Build a first-party data strategy.
- Break down organizational and data silos.
- Build a first-party data strategy together (including identifying all data sources, data cleansing, mapping across customer journeys, and building data opportunities).
Step 2: Invest in robust infrastructure.
- Use an onboarding platform – CDP, CMP, ID resolution, personalization, GMP, etc.
- Build a connected infrastructure.
Step 3: Build or enhance capabilities.
- Leverage data science, advanced analytics, and platform-specific (CDP, personalization, etc.) capabilities.
- Enhance resources.
Step 4: Effectively activate first-party data.
- Prioritized and personalized segmentation.
- Take an omnichannel approach.
- Use AI/ML for advanced strategies such as predicting audiences.
[Find out how to get a first-party data self-assessment] Access the webinar now →
[Slides] How to leverage first-party data and win in a cookie-free future
Here is the presentation:
How to leverage first-party data and win in a cookie-free future From search engine magazine
Join us for our next webinar!
SERP trends and popular keyword data by industry
Which search trends and keywords should be the focus of your business this year?
Gain insight into various SEO metrics across regions, especially the US and UK, which can help you make more data-driven decisions. Join us for our next webinar on May 4th at 2pm ET.
Image Source
Featured image: Paulo Bobita/Search Engine Magazine
