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Navigating the Upcoming Cookieless World

In recent times, the digital ecosystem has been undergoing a significant transformation, especially with the forthcoming deprecation of cookies, reshaping the foundations of targeted advertising.

With the impending changes in attribution models and the growing emphasis on first-party data, it’s crucial for organizations to comprehend and strategically navigate these transitions.

While giants in the digital space have long relied on cookies for targeted advertising, the winds of change are blowing as privacy concerns and regulatory shifts alter the playing field. In this seminar, we will delve into interesting exchanges about attribution models and elucidate the pivotal role of first-party data in shaping the future of digital advertising.

Event information

The event happened on June 13, 2024, in Montreal.

Our handpicked panelists have carefully thought about the upcoming impact of cookie deprecation.

Johnny website

Johnny Russo

CDO & CMO at Lamour

LDP Website

Louis-Dominic Parizeau

VP of Marketing at Altitude Sports

Vincent Guérin Website

Vincent Guérin

VP of Marketing at Trolley

Maria website

Maria Betancourt

Director of CRM and Customer Analytics at Groupe CH

Geoffrey website

Geoffrey Bernard

VP of Marketing, Data & Consumer Insights at La Presse

Joyce Website

Joyce Bernas

Senior Manager, Marketing Intelligence & CRM at Groupe Dynamite

Highlights

DECLINING DATA ACCESSIBILITY COMPLICATES CAMPAIGN ATTRIBUTION

  • Privacy regulations and third-party cookie depreciation are limiting data access, complicating campaign attribution.
  • Build robust 1P data strategies by using loyalty programs and direct customer interactions to collect data.
  • Focus on data privacy by ensuring compliance with privacy laws to maintain customer trust.
  • Ensure your IT team is part of the conversation. They will be a crucial ally.

 

Attribution is not always the ultimate solution

  • Sometimes, a return to fundamental principles is more effective.
  • Understand the cause-and-effect relationships in your marketing efforts rather than relying solely on attribution models, especially for top of funnel.
  • Instead of complex attribution, monitor essential metrics like overall sales lift, customer engagement, and retention rates to gauge campaign effectiveness.

For overall marketing success, track key metrics

Regularly track these metrics to ensure a holistic understanding of your marketing performance:

  • Marketing Efficiency Ratio (MER)
  • Customer Lifetime Value (CLV)
  • Net Promoter Score (NPS)
  • Customer Acquisition Cost (CAC).

 

Effective data collection and analysis are crucial for personalized marketing

  • Collect data from websites, apps, and gamification. When operating in a B2B space, ensure you offer free trials in exchange for the prospects information. Use your sales representative, train them.
  • Use the 1P data to personalize marketing and improve customer experience.
  • Use other solutions, such as clean rooms, as an alternative to third-party cookie depreciation. They offer a secure method for sharing and having access to data on prospects, without compromising privacy.
  • Above all, make sure you have clean data as a first step. Without this, even the best MarTech tools on the market will be ineffective.
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