The end of third-party cookies It will revolutionize how digital advertisers target their audiences. While many businesses continue to rely on third-party his cookies, brands are turning to first-party customer data. He thinks this application to digital media is one of the most underrated opportunities for customer data platforms (CDPs). Brands typically use CDPs to solve the challenges of first-party data integration for use cases focused on email and web personalization, but many brands in particular use CDPs to manage these channels. Applications in digital media are often an afterthought, as they use a relatively interference-free approach. through an agency.
Previously, these institutions leveraged data management platforms (DMPs) that rely on third-party cookies to identify and target anonymous users at the top of the funnel. With the removal of third-party cookies, Vendors Retiring DMPand customer expectations are rising, it is critical that brands adopt a future-proof marketing technology stack that enables them to create superior customer experiences.To acquire new customers through paid media, Businesses must adapt technology and rethink customer data.
At Bounteous, we’ve worked with dozens of leading organizations to put data to better use in marketing and advertising. I recently had a discussion with some colleagues about the future of data in digital media. David Rewalt, Senior Director of Marketing Services Partnerships Action IQ, one of our technology partners and a leading CDP. Bounteus’ vice president of media strategy, Ryan Hurley, said:
Based on our conversations, companies can scale martech stack This enhances a powerful, customer-centric user experience, including digital media channels.
1. Assess customer data maturity
Understanding organizational maturity In-house data It’s the first step in rethinking your approach. What data and technology are you using today? Is there a shared understanding of the current state of data and marketing technology between your marketing and IT teams?
From here, businesses can reassess how they reach their audiences through the lens of their own data. We’ll focus on key use cases that highlight the capabilities you need to target and personalize your communications across channels to future prospects and customers.
Many organizations find themselves lacking a centralized record of customer interactions. Having a unified, comprehensive and secure view of your business’s customer data that can be accessed by your entire team not only enables future-proof solutions, but also enables you to deliver more personalized experiences. is the key to
2. Enrich customer data
Marketers have long grappled with a complex set of challenges when targeting audience identities. These types of users span the following:
- Anonymous User: Website visitors and other users who have not yet shared their personal information. Our data is now primarily third-party and managed in a DMP.
- Known User: Users who share their email address, log into experiences, make purchases with a credit card or loyalty program ID, or otherwise have identity information — those are richer first-party data present in the set.
Historically, both of these audiences have been largely independently managed in their respective technologies (DMPs and customer data platforms), with users crossing over when their identities become available. But now that his cookie and DMP in the 3rd party have been lost, I’ll have to rethink this.
Where will anonymous user data live in the post-DMP world? The right combination of tools and processes can solve this scenario.
By utilizing an identity graph provider like live lamp, AxiomAlso Neustar, marketers can enrich existing data with valuable and secure customer insights. As David points out: To address unique needs, the first party he data gaps to identify where he should invest in the ecosystem. For example, using the Identity Graph his provider for augmentation within the AIQ CX Hub gives teams direct and controlled self-service access to the full range of augmented customer data.
This combination of anonymous and known audiences enables a variety of processes and tactics that benefit digital advertisers.
Prospect:
- Ability to ingest anonymous audiences from identity graph providers and manage journeys and audience segmentation upstream in ad tech
- Ability to leverage first-party data to find customers similar to known customer audiences and curb prospects
Mid-funnel from anonymous to known:
- Ability to match identities between identity graph providers and walled gardens against first party data as far as operation permits
- Ability to retarget audiences using members composed of varying levels of identity information
Leveraging a CDP like ActionIQ CX Hub in combination with a trusted identity provider represents a combined solution for achieving fully comprehensive first-party data marketing within the boundaries of privacy regulations, helping brands scale. Make it possible. Customer journey management from the first exchange.
3. Enable advanced segmentation
With market saturation and customer expectations continuing to rise, providing a seamless and intuitive customer experience is critical. Reaching the right customer at the right time is key not only to customer acquisition, but to customer retention.
CDP gives businesses controlled access to data and gives cross-functional teams the ability to rapidly develop dynamic segments. Ryan, who works day-to-day with media planning using client customer data, says: The goal is to find the next best customer, optimize towards a single segment, and avoid the noise marketers are exposed to. ”
Gain more insight by enabling your team to be more granular in their segmentation personalized customer experience We cover the entire customer journey, but automation is fundamental to making this happen. As businesses invest in automation, they gain efficiency and eliminate the need to manually analyze every new contact that enters the funnel. This supports better cross-channel targeting and increased conversions. The right technology replaces outdated tools that rely on third-party cookies and prepares organizations not only to weather future disruptions, but to strengthen their strategies by putting the customer at the center.
