The loss of third-party cookies is rewriting the rules of digital marketing. Companies will have to rethink everything from ad spend and attribution to consumer privacy and measuring ROI. But not to worry – there are key ways to prepare for third-party cookie loss and it starts with first-party data.
Discover how switching to a first-party data strategy now will help you not only prepare for the loss of third-party cookies but also deliver more meaningful customer experiences. You’ll learn:
- How crumbling third-party cookies will affect your organization
- How brands can equip their internal teams to manage the upcoming change
- Tools that enable brands to become browser independent
- Tips to understand how to best collect, store and use your data
You can view the on-demand session on our website in our Resource Hub
14. DATA
ACCURACY
AND QUALITY
REAL-TIME
DATA COLLECTION
MAKE DATA
AVAILABLE
EVERYWHERE
WHAT’S THE WAY FORWARD?
“We Give Up”
• Head back to the way things used to be and buy advertising direct
• Focus on fuzzy measurements like last click attribution
• Go for scale rather than contextual or personalized experiences
“We Find Workarounds”
• Consistently changing your data strategies as browsers change theirs
• Hack our way into user IDs
• Privacy and consent come second
“We Start to Deliver a First-Party Driven Approach”
• Build a foundational customer data pipeline for your business (real-time, channel independent, trusted)
• Collect every first-party interaction with consent, rely on more accurate data
• Integrate data into the marketing and analytics tools to deliver customer-first experiences
15. DATA
ACCURACY
AND QUALITY
REAL-TIME
DATA COLLECTION
MAKE DATA
AVAILABLE
EVERYWHERE
WHAT’S THE WAY FORWARD?
“We Give Up”
• Head back to the way things used to be and buy advertising direct
• Focus on fuzzy measurements like last click attribution
• Go for scale rather than contextual or personalized experiences
“We Find Workarounds”
• Consistently changing your data strategies as browsers change theirs
• Hack our way into user IDs
• Privacy and consent come second
“We Start to Deliver a First-Party Driven Approach”
• Build a foundational customer data pipeline for your business (real-time, channel independent, trusted)
• Collect every first-party interaction with consent, rely on more accurate data
• Integrate data into the marketing and analytics tools to deliver customer-first experiences
19. Strategy Considerations
● Acquire
○ Contextual advertising will drive Brand
● Engage
○ Use MVT to optimize first experience
● Nurture
○ Identification (not authentication) will be based on trust
■ Not to mention the best “advertising”
● Compare
○ Consider partners and solutions for aggregate comparison
22. Repeat
Purchasers
Audience Creation
Data Sources
Further Analysis
/ Actions
Profile and
Audience Data
Window
Shoppers
Update Data
Lake
Segment
Analysis
Data
Visualization
Add to
Campaign List
Record Updated
in CRM
Ad
Suppressed
Client-side Event
Data
Server-side Event
Data
Hybrid
Client/Server-side
Jake’s Profile
Customer
Journey
Driving Customer Insights and Engagement with a First Party Data Strategy
Event Data
Personalize
Site
Add to Email List
Event Data Framework
23. TEALIUM EVENT
DATA FRAMEWORK
• One unified solution with 1,200
integrations
• Break down data silos and use a
real-time, unified data set to improve
customer experience, campaigns and
operational inefficiency.
• Setup data sources with an easy-to-use,
point and click user interface.
• Make data trusted across your
organization. Set business rules and
automation to standardize data.
24. DATA
ACCURACY
AND QUALITY
REAL-TIME
DATA COLLECTION
MAKE DATA
AVAILABLE
EVERYWHERE
EVENT DATA FRAMEWORK - SUMMARY AND BENEFITS
First-Party Data Infrastructure for Your Business
Flexibility to Adapt to Changing Market Dynamics
Future Proof to Onboard New Data Sources and Tools
Automation and Analytics