The importance of first-party data activation [Podcast]

Do cookies disappear in Chrome?

They have been eliminated from the most popular browser on the mobile market, Safari.

How does this affect marketing and sales? What about Shopify merchants?

Brent Ramos, Product Director at AdSwerve, joined me to discuss incremental measurement in e-commerce and beyond.

We talked about the importance of first-party data, and the possibility of a lot of third-party data we get through cookies on Chrome.

Third-party data may always exist in some format, and not all third-party data is bad to some extent. First-party data is certainly good. It is required for many everyday things we experience as consumers. Therefore, these first-party cookies will persist, and will persist more than third-party card third-party cookies. – Brent Ramos, 05:58

These touchpoints form an image of a complete, wholesome person. So it’s not a question of how do you collect it, it’s a question of do you start? what are you doing then? Focus on activation. — Brent Ramos, 07:20

From the consumer’s point of view, they will have a better experience. They should be able to have better conversations with their brand across all the different touchpoints and channels in a responsible and appropriate way. At the same time it is also useful. — Brent Ramos, 11:10

[00:00] – About Brent
[03:13] – What is first-party data and how is it different from third-party data?
[05:38] – What Brent has to say about Google’s first-party data announcement.
[07:00] – How can businesses start with first-party data?
[10:11] – How will it change the consumer experience?
[12:23] – Why didn’t people pay enough attention when Safari made changes?
[16:24] – Where do you keep your first-party data?
[18:26] – Businesses should be aware of the challenges behind owning data.
[22:01] – Samples of first-party activities.

Mentioned resources:

Respond – https://adswerve.com/search

So the faster you can embed first-party data and lifetime value models into your bids, the better off you will be. When you know you can do it, you hardly have to worry about the competition. — Brent Ramos, 26:52

Once you add lifetime value to the equation, regardless of attribution channel, you’re just speaking in a different language. This is more like marketing than the direct response we’re used to talking to SEOs. —Loren Baker, 24:07

It just forces companies and institutions to be better storytellers. This is the real core component. — Brent Ramos, 11:10

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Connect with Brent Ramos:

Brent is a seasoned digital entrepreneur and ad tech expert with over 15 years of experience. He combines his expertise in front-line tactics and advanced strategy to help clients achieve their goals using the Google Marketing Platform.

As Director of Product at Adswerve, he has focused on achieving the highest level of predictable success based on new ideas, resulting in high levels of strategic marketing success.

​​Connect with Brent on LinkedIn: https://www.linkedin.com/in/brentramos/

Contact Search Engine Journal founder Loren Baker:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker