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Cookie Monster Gonna Starve! How to Future-Proof Your Marketing Activities from Third-Party Cookie - Samantha Kermode, Investis Digital

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Cookie Monster Gonna Starve! How to Future-Proof Your Marketing Activities from Third-Party Cookie - Samantha Kermode, Investis Digital

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Marketers have been eating up cookies like the famous Sesame Street character. Num! Num! Num! But be warned, the cookie famine is on the horizon! The public increasingly values privacy over personalization. Laws are being enacted to protect consumer privacy and companies like Apple and Google are jumping on board. How will digital marketers stay fed with data and continue to drive conversion? With less attribution data and an impending recession in the spotlight, how will you keep marketing budgets from shrinking? Join us for this informative session to:
• Learn how to create data strategies and communications between disparate systems used by marketing, sales and support?
• Uncover knowledge from your current data
• Build a first-party data core
• Future proof marketing activities and budgets as we prepare for the loss of third-party cookies

Marketers have been eating up cookies like the famous Sesame Street character. Num! Num! Num! But be warned, the cookie famine is on the horizon! The public increasingly values privacy over personalization. Laws are being enacted to protect consumer privacy and companies like Apple and Google are jumping on board. How will digital marketers stay fed with data and continue to drive conversion? With less attribution data and an impending recession in the spotlight, how will you keep marketing budgets from shrinking? Join us for this informative session to:
• Learn how to create data strategies and communications between disparate systems used by marketing, sales and support?
• Uncover knowledge from your current data
• Build a first-party data core
• Future proof marketing activities and budgets as we prepare for the loss of third-party cookies

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Cookie Monster Gonna Starve! How to Future-Proof Your Marketing Activities from Third-Party Cookie - Samantha Kermode, Investis Digital

  1. 1. KEYNOTE Samantha Kermode VICE PRESIDENT STRATEGIC DEVELOPMENT INVESTIS DIGITAL Cookie Monster Gonna Starve! How to Future-Proof Your Marketing Activities from Third-Party Cookie PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022 DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest
  2. 2. 2 I’m Samantha Kermode. linkedin.com/in/skermode
  3. 3. 3 Third-Partycookies—heardofit? Source: Terakeet, Entrepreneur, Wired, Phocus-Wire, DataFeedWatch
  4. 4. 4 GoodFirst-PartyCookies… First-Party Cookies Directly stored by the website you’re on Stores your login state Stores your preferences and settings on websites Allows websites to provide personalized content onsite
  5. 5. 5 Third-PartyCookiesusednegatively Third-Party Cookies Transmitted to websites other than the one you’re on Used to collect information about you Sites with tracking scripts can send info to advertising networks Advertisers can track you across the web Tracking networks can also use the data for other purposes Ex. selling aggregated browsing data to others
  6. 6. 6 Whatdoesitmean“tobecookied”?
  7. 7. 7 Howdothesecookiesandpixelswork? PIXELS: BUZZFEED DOG PAGE PETSMART PETCO PURINA PAGE USER
  8. 8. 8 Howdothesecookiesandpixelswork? BUZZFEED DOG PAGE PETSMART PETCO PURINA PAGE USER PET LOVER DOG OWNER PURINA FOOD PREFERRED
  9. 9. 9 Apple removes third-party cookies from Safari Firefox blocks third-party cookies by default iOS 14 blocks app tracking on third- party sites Google Chrome plans to stop third-party cookies and Universal Analytics tracking 23%MARKETSHARE Removingthird-partycookies hasbeenbuildingforawhile… 2017 2019 2021 2024 90%MARKETSHARE
  10. 10. 10 A World Without Third-Party Cookies
  11. 11. 11 It boils down to 2 problems in the future: The lack of insights that inform your marketing’s optimization The inability to target and build new audiences.
  12. 12. 12 Butremember… First-Party Cookies Third-Party Cookies
  13. 13. 13 The Solution: deliver a first-party driven approach Adapt Digital Media and Measurement Strategies: from pixel to your server Build a solid first- party data core: develop a strong digital value exchange
  14. 14. 14 The benefits… Increased Customer Trust Increased Efficiencies Increased Agility
  15. 15. 15 Collect1st partydatawithconsent What are we collecting? How will you benefit?
  16. 16. 16 How many have opt-in banners on their site now?
  17. 17. 17 USER BuildingaSolidFirst-PartyDataCore: Non-trackable Interaction CONSENT MANAGEMENT USER BROWSES WEBSITE
  18. 18. 18 BuildingaSolidFirst-PartyDataCore: CONSENT MANAGEMENT ADVERTISING PLATFORM SERVER-SIDE TRACKING Pixel / Tag Add to cart Page view Login Order Complete
  19. 19. 19 How do we get consumers to opt-in on those forms?
  20. 20. 20 Thetradefordata: From a shoe company to a personal fitness platform Across all devices Providing value exchange: A tailored experience for more insights on product usage and how we can meet your goals
  21. 21. 21 Surveys Global Cycle Network
  22. 22. 22 Resource Downloads Senior Lifestyle
  23. 23. 23 ChatBots Senior Lifestyle
  24. 24. 24 Createvaluablecontentworthtradinginfofor Fills a need or pain point Curiosity or entertainment Connection socially Vary your content formats
  25. 25. 25 Yourcontentneedstobeexceptionallybetter thanyourcompetitors’ ImportantContentFactors HowToAchieve • Deep expertise • In-house experts & thought leaders • Reference sources outside of your organization • Optimized • Dedicated SEO support • Speaks to your specific audience • Keyword research • Interview sales • Don’t use jargon • Audience research (language) • Competitive & keyword research • Longer than 750 words (if written) • Love & care – quality over quantity
  26. 26. 26 UsingHubSpot?Youhavethebenefitof: Using strictly necessary cookies Collecting data through points like forms or chatbots Aggregating all your customer data in one place Building audience groups to push to advertising platforms
  27. 27. 27 Waysfirst-partydatacanreplacebrowser cookiedataandreplicatethesamebenefits: Audience Segmenting Retargeting Lookalike Modeling Performance measurement
  28. 28. 28 Futureproofingstrategies: Be transparent Develop first-party data collection model Build owned channels Plan!
  29. 29. 29 Building A First- Party Data Core
  30. 30. 30 Adding data layers Building hidden fields Front and backend development efforts Cookie implementation and governance Database, code and process build Quality assurance Defined tagging strategy Define KPIs Martech usage A/B testing Defined marketing strategy Aligning and reporting on KPIs Campaign tagging governance Campaign visualizations Data core connection Data visualization platform governance CRM and data ingestion governance and organization API adherence and oversight Understanding responsibilities to build an efficient workflow together DEV /IT MARKETING ANALYTICS / INSIGHTS CRM TEAM
  31. 31. 31 TECH STACK COLLECTION Raw data is stored PROCESSING Raw data is cleaned, updated & aggregated STORAGE Processed data storage for analysis & reporting Any data source with an API connection Investis Digital’s DataArchitecture that feed transparent insights REPORTING DATA GOVERNACE Martech DATA SOURCES E N D - T O - E N D D ATA I N T E G R AT I O N DAM Customer Data BI PLATFORM
  32. 32. 32 Some questions toconsider: Full checklist at invd.co/cookies
  33. 33. 33 Still think you want to procrastinate?
  34. 34. 34 Global Cycle Network Microsoft bought LinkedIn for $26.2 billion Source: CNBC
  35. 35. 35 Global Cycle Network Unilever bought Dollar Shave Club for $1 billion Source: CNBC
  36. 36. 36 Global Cycle Network HubSpot bought The Hustle for $20-30 million Source: TechCrunch
  37. 37. 37 If you’re still feeling anxious, there’s more good news.
  38. 38. Global advertising revenue in 2020 by platform FAC EBOOK $84.2B GOOGLE $147B MIC R OSOFT $8.5B LIN KED IN $3B PR OGR AMMATIC $125B
  39. 39. 39 Tech giants plan to solve these problems: The lack of insights that inform your marketing’s optimization The inability to target and build new audiences.
  40. 40. 40 Google’sPrivacySandboxGoals: • Categorizes websites into different topics • User’s browser saves the topic viewed for 3 weeks • User’s browser matches clicks or views with conversion data • Stored in a user’s browser and not shared Interest based ad targeting TOPIC S API Attribution reporting ATTR IBU TION R EPORTIN G API
  41. 41. 41 Facebook’sConversionsAPI: Creates adirect and reliable connection between marketing data from your server, website platform, or CRM toMeta. Shares data directly from your backend, not a pixel.
  42. 42. 42 YourChecklist Do you have a current measurement strategy in place? (ie: CRM) How are you currently gathering 1st party data on your website? Do you have a way for people to opt out of tracking? Are you setting up server-side tagging? Are you following and implementing Google & Facebook updates?
  43. 43. 43 We’re here to help. invd.co/cookies Samantha Kermode Blaine Kinsey Paul Headley VP, Strategic Growth Director, Lead Nurture VP, Strategy & Analytics

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