The demise of third-party cookies can be a good thing for marketers. Global privacy concerns are at an all-time high, and the use of personal data is often seen as out of control. Marketers can use first-party data to focus on customer experience and create better customer journeys. They can also use more unified approaches for attribution that go beyond clickthrough rates and link marketing impact to business outcomes.
Data stewardship efforts and transparent communication with customers on how their data is being used is important. Advanced analytics and AI can be used to uncover opportunities to cultivate value-generating behaviors and extend a customer's lifetime value. AI or machine learning-powered customer journey or path analysis can also help deliver individualized customer experiences.
Moving away from third-party data can give brands back control and help protect their customers' privacy. With an analytically driven measurement approach, marketers are able to prove the value of marketing beyond attribution dependent on third-party data. The future is bright for marketers that act intelligently on their first-party data.
Chin up, Marketers: The Demise of Third-Party Cookies Isn't All Bad
Don't worry ... it's FREE!
Marketers who work for B2B organizations with complete and high-quality data are more likely to be satisfied with their lead scoring and to believe they will meet their marketing goals, according to recent research from Anteriad.
Uncover five LinkedIn Ads metrics crucial for B2B lead gen success. Enhance your LinkedIn strategy and drive better campaign results and ROI. Learn more.
Unlock the potential of your sales and marketing teams with key smarketing metrics. Discover how alignment can propel your business forward. Learn more now.
Key business metrics are there to tell you how well you're meeting customers' expectations and gaining conversions. One of the most important metrics to measure is customer lifetime value (CLV). See why it matters and how to calculate it.
In the current environment, the pressure is on all marketers to produce results. Here are three predictions for how the coming year's standout content marketing performers will use data to their advantage.
Laying the groundwork for first-party data success means understanding the variables that shape the journey and the key milestones along the way. And here they all are.