Most marketers are well aware of the increase in privacy regulations over their data collection activities. These laws, such as the GDPR and CCPA, are designed to protect the privacy of consumers. But they’re also causing marketing teams to shift away from strategies centered on third-party data.
“The core of the shift is really moving from targeting consumers using third-party data to knowing consumers very well,” said Giusy Buonfantino, VP of CPG Industry Solution at Google Cloud, in her MarTech presentation.
She added, “Personalize experiences and do it in a way that’s privacy-centric, protecting the choices of the consumer.”
Overreliance on third-party data and a lack of transparency decrease consumer trust in brands, part of the reason this shift is needed. Brands need to deliver personalized experiences based on the data their audience consents to share.
Making the change in your data strategy
“Do you know how reliant you are on third-party data overall?” said Brad Herndon, then of Accenture Interactive, in the same MarTech session. “Because we often default to cookies here, but it’s beyond cookies now.”
These changes have the potential to disrupt business marketing activities on multiple levels, so it’s important to get a full understanding of their impact. According to Herndon, brands would be wise to grasp the impact of these changes and determine the monetary implications.
Here are some first steps brands can take to shift their third-party data strategies.
Inventory third-party tags and choose first-party data replacements. Once your brand has decided to adopt a first-party data platform, review the tags you have in place relying on third-party information. Review the options for their best replacements.
Build a singular customer ID system that can scale and support living profiles. Marketers should avoid leaving current customers behind amidst these transitions. Make sure these customers are matched to unique IDs to help their online profiles live in the new environment.
Deliver omnichannel customer experiences. Brands should focus on delivering great customer experiences across every touchpoint. This will help build consumer trust and provide marketers with relevant first-party data.
Get ahead of changing compliance and privacy requirements. Privacy laws are here to stay. Stay ahead of the curve by adopting a data collection infrastructure that respects consumer privacy.
About The Author
Corey Patterson is the Content and SEO Manager for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he analyzes and optimizes Third Door Media content to help marketers find the information they need.