Without the right data it'll be harder
for brands to market and advertise
Harder to reach
people who’ve expressed interest in your business.
Harder to target
Harder to convert
that drive conversion.
Harder to measure
with accuracy and derive insights on poor quality data.
of respondents weren’t sure if stakeholders
understood the ramifications of the cookie-apocalypse
Source: IAB’s 2021 Marketplace Outlook Survey
Consider these implications to check if you or your team understand the impact of doing business in a cookie-less world
You can't fully depend on the walled gardens, like Facebook, LinkedIn, Google etc.
Does your brand have the right tools and measurement frameworks to track performance and attribution across multiple channels or walled gardens?
Understanding your audience needs, their journey, is going to be harder and less accurate than ever.
Can your current tools and processes effectively drive audience segmentation and enable re-targeting?
A first-party data-driven strategy is the only effective long-term solution and brands will need to kick-off or turbo-charge.
Do you have a marketing strategy focused on collecting and first-party data? Do you have a tool to store and organize the first-party data collect?
At TheEngage we believe the heart of the solution lies in crafting a custom-made CX strategy, one that is enabled by a first-party data-driven approach.
Cookie-apocalypse or not, your customers still want the best experience.
In a post-cookie world, brands must prioritize the capability to collect, analyze, segment and activate the data in their ecosystem.
Of marketers say collecting first-party data is the top priority for the year.
from a single-source of truth.
Cloud platforms for data collection and management
Tag management and Customer Data Platforms
There are also upcoming solutions such as data clean rooms from technology giants
such as Facebook and even Google’s FLoCs that will power contextual advertising within their walled gardens.
Our strategy will focus on empowering people to engage
with the right tools and establish processes that
drive cross-channel ROI for your brand
Selecting the right technology tools, platforms, and measurement frameworks that provide a
single source of truth.
Make the end of cookies, a start for your brand’s elevation into driving a first-party data-driven strategy.
According to a study by Boston Consulting Group (BCG, 2021), businesses that are capable of using their first-party data have the upper-hand.
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