Identify, segment, optimise existing first-party data to tackle cookie exit



Given the uncertain privacy changes, first-party data can be an accurate, relevant and cost-effective solution for brands.

Developments like the cookie exit have forced marketers to evolve their targeting, measurement, and attribution strategies. Marketers must focus on striking the right balance between executing their acquisition strategies and offering high converting, personalised CX to their audiences.

Brands need to locate, segment and optimise first-party data already available in their organisation and marketing database. Building a fundamental, first-party data strategy can help brands break organisational and data silos, identify all data sources, and efficiently map the customer journey.

Onboarding platforms, data science and advanced analytics can help brands build a connected infrastructure and augment capabilities to leverage first-party data. Similarly, adopting a full-funnel approach can help marketers segment data for prioritisation and personalisation as well.

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