With Google’s (and others) recent announcement of killing off 3rd party cookies and more users blocking cookies companies big changes are coming down the pipe.
On average, 30 percent of a brand’s first-party identity data assets will become obsolete each year, according to Ascend2. Essentially within 3 years (ish) you will find that most, if not all, data assets will be worth significantly less, add the impact of cookies being removed and this will become a serious issue for all. This means marketers will have to do more with even less data than normal. Plus, your website(s) may be open to legal action if they do not comply to existing and future cookie legislation.
There are several options you can take now that will help prepare and protect you for a cookieless world. Over the next couple of weeks, I will go into more details on different things you can do.
Centralize
One of the ways is to centralize and create your own customer data platform made up of known and anonymous user data. Over the next couple of years, start centralizing your own known customer data, including legacy and 3rd party data (emails, geographical data, addresses etc..).
Create an Anonymous CRM
Most of a websites traffic (97% according to adobe) is anonymous users. This data source is typically untapped and underutilized.
Start collecting and using anonymous user data. By capturing anonymous user data and known user data at the same time you can match the two sources when possible and transfer the anonymous behavioral data to a CRM or CDP when conversion to known occurs. If developed properly this will automatically and discretely, improve personalization and recommendation results across individual sites and multi brand networks. The goal of collecting Anonymous data is to enhance an existing CRM giving web marketers and networks more options.
Now is the time to prepare for a cookieless future ,if you don’t, you are risking your online business to major revenue losses and potential legal action. Do not get caught with your hand in the virtual cookie jar. Start putting plans into place now that will protect you.
YouneeqAI can help you plan for the future.
