How to Leverage First-Party Data and Win in 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?

Maybe you don’t know how to use first-party data?

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

On April 27, I hosted a webinar with Vishal Maru, VP of Digital Solutions at iQuanti. He explained how businesses can harness the power of first-party data and better connect with their customers.

Here is a summary of the webinar. To access the full presentation, fill out the form.

How advertisers will be affected

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

  • A change in the mindset of customers.
  • Privacy regulations, such as GDPR, CCPA, etc.
  • Privacy changes from major players, such as Google and Apple.
[See the full impact of privacy changes] Access the webinar instantly →

What this means for advertisers

Reducing and deleting third-party data can lead to:

  • Ineffective targeting.
  • Measurement and attribution challenges.
  • An inability to track range and frequency.

All of this leads to lower campaign effectiveness, lower advertising ROI, and scale limitations.

Why proprietary data?

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

  • Accuracy.
  • Relevance.
  • Availablity.
  • Profitability.
[Learn how first-party data can still provide incredible value] Access the webinar instantly →

How to Effectively Leverage First-Party Data

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

The key is to understand how to locate, use and implement your own data:

  1. Segment.
  2. Actively increase the means to create first-party data.
  3. Optimize for profitability.
  4. Build partnerships to leverage second-party data.
  5. Personalize.
  6. Obtain consent.

Key components to building a solid first-party data strategy

  1. Build a strong first-party data and MarTech infrastructure.
  2. Effectively leverage first-party data for digital enablement.
  3. Effectively leverage first-party data for measurement and attribution.
[Learn exactly how publishers & retail segments are doing this] Access the webinar instantly →

How to Create an Implementation Roadmap

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

These challenges are:

  • Organizational and data silos.
  • Lack of internal capacity.
  • Lack of an effective full funnel activation strategy.

Steps to overcoming challenges and establishing a roadmap

Step 1: Build a first-party data strategy.

  • Break down organizational and data silos.
  • Come together to develop a first-party data strategy (including identifying all data sources, cleaning data, mapping throughout the customer journey, and data creation opportunities).

Step 2: Invest in robust infrastructure.

  • Use integration platforms – CDP, CMP, ID Resolution, personalization, GMP, etc.
  • Build a connected infrastructure.

Step 3: Develop or increase capacity.

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

Step 4: Enable proprietary data effectively.

  • Segment for prioritization and customization.
  • Take a comprehensive approach.
  • Leverage AI/ML for advanced strategy (e.g. predictive audiences).
[Find out how to get a first-party data self-assessment] Access the webinar instantly →

[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 Journal

Join us for our next webinar!

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Image credits

Featured Image: Paulo Bobita/Search Engine Journal

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