We´ve talked several times about the importance of data: when transformed into useful and actionable information, it allows us to make important strategic decisions and explore new paths in market development and consumer interaction.
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But what to do when the source runs out?
This was the bomb that Google announced in 2020. Starting in 2024, Chrome (the browser estimated to be used on 70% of computers worldwide) will end up with third-party cookies.
In a context of constant changes and uncertainties, it is important to know what will change with the end of cookies and what you should do.
The intention behind this decision is to ensure greater transparency for the user, less individualization, and full compliance with data protection laws.
With the growing debate about data protection and digital privacy, some browsers, such as Safari (second largest browser) and Firefox (third), had already ended third-party cookies.
The truth is that, when that happens, it will be impossible to make a segmented audience and a frequency capping in 99% of Internet users. According to IAB Brasil, publishers could lose up to 10 billion dollars with this change, as they lose the option of advertising personalization. They may even lose between 50% and 70% of their revenue if they do not anticipate the change that will be implemented in 2024.
Third-party cookies have always been great allies in a marketing strategy, as they are responsible for allowing information on online user behavior to be obtained: What websites does it visits? How often? At what time?
It is this information that allows you to create targeted ads, in order to find an audience with characteristics likely to boost business results.
How can I get through this transition without major impacts?
The answer is clear: collect the data! In a more technical way, you should bet on first-party data, that is, data that you can collect directly and in real-time about your audience, at different moments of interaction.
Customers must be able to have choice and control over how their data is handled, which ensures transparency enhanced by general data protection laws such as RGPD and LGPD. This is how the bet on first-party data proves to be the most accurate since all the data collected is based on the visitor’s and/or customer’s right to choose to share their data with their business.
The option for collecting own data is increasingly recurrent. According to consultant Gartner, 75% of companies around the world are betting on first-party data solutions.
It is through first-party data solutions that it manages to unite the different points of contact between customer and brand, enabling a 360º view of the customer and a consistent assessment of the environments and communication channels that will be more effective in interacting with its audience, enhancing the strategy of cross and upselling.
Déjà-vu? Is that you?
No, no, it’s a Customer Data Platform! The truth is that E-goi Digital Solutions’ CDP is a first-party data solution, perfectly framed with the end-of-cookie scenario and the RGPD.
CDP’s identity resolution process allows you to have a unified view of your audience, enabling you to make strategic and effective decisions for your business.
Customer Data Platform ensures data collection and integration, optimizing and refining the information collected while centralizing it in one place.
With this data formatting, E-goi Digital Solutions’ CDP is able to support a variety of marketing processes, including CRM, reporting, marketing automation, and A/B testing, as well as creating and customizing ads and content across networks social.
The collection of data from different marketing platforms and systems supports the strategic definition and management of campaigns, marketing analysis, and Artificial Intelligence projects (it is on the analysis of this information that the AI algorithms are based to refine the suggestion of the next best offer for a customer, called the Next Best Offer).
How can a Customer Data Platform help me explore new markets?
CDPs are primarily associated with retargeting, retention, and other post-conversion cases. But the goldmine of customer intelligence captured in a CDP is also valuable for market prospecting.
The truth is that E-goi Digital Solutions’ CDP solution allows you to precisely and clearly define the various consumer profiles through the identity resolution process. This process can serve as the basis for lookalike campaigns on platforms such as Facebook and Google Ads. This is undoubtedly a more accurate approach and more likely to convert.
One of the great advantages of CDPs is the scope of the data obtained. It’s not limited to existing CRM data and customer records. It can start with ads targeting just those site visitors likely to convert or just those customers that have the highest lifetime value.
The “active potential buyers” segment, for example, which is also used for retargeting, is a great example of how your unconverted customers can add value to your acquisition campaigns. By using it as a seed for lookalike campaigns, you can reach new customers who may also be in the market but have not yet visited your site.
Summing up:
Customer Data Platform solutions prove to be very important when it comes to an era that is supposed to be “cookieless”, that is, without data coming from third parties. They allow not only to enhance the collection and interpretation of data from “current” visitors, but also to reinforce market prospecting, thanks to the accuracy of data collected in the different environments in which the CDP technology is inserted.