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
Future-Proof Your Marketing with a Solid First-Party Data Strategy
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
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
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
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.
19. 19
How do we get
consumers to opt-in
on those forms?
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
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
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
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
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
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
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
We’re here to help.
invd.co/cookies
Samantha Kermode Blaine Kinsey Paul Headley
VP, Strategic Growth Director, Lead Nurture VP, Strategy & Analytics