Q: Do you have any ideas on how to track without cookies?
A: Our data experts weighed in on how to track without cookies, and listed four strategies:
1. Prioritize first-party data collection
2. Keep an eye on new targeting options as they mature
3. Explore “walled gardens” for second-party data
4. Reconfigure your martech stack to enable post-cookie tactics
With Google’s cookie deprecation deadline looming, many marketers are wondering how to shift their strategies. When you’re building your own unique approach to post-cookie marketing, consider these four ideas:
Prioritize first-party data collection
In anticipation of cookie deprecation, survey your processes to identify the data you’ll need to replace with first-party sources, and then prioritize ways to collect it. Starting with the KPIs you need to meet can help you think more creatively about alternatives.
As you shift to first-party data collection, work on building customer trust, so that your customers feel comfortable sharing their data. Adding real value in exchange for information and being clear about how the data you collect is used to improve the customer’s experience can help.
Keep an eye on new targeting options as they mature
Several alternative targeting options have emerged recently. Although these new solutions aren’t yet mature, they may be a good fit to help you track without cookies. Try small experiments to explore how new wave targeting like cohorts or universal IDs might fit your brand.
Explore walled gardens for second-party data
Large customer ecosystems like Amazon, Walmart, and Facebook collect a vast amount of first-party data, and may offer limited access to their “walled gardens.” This second-party data can be helpful to aggregate, research, and test against to validate your first-party profiles.
Reconfigure your martech stack to enable post-cookie tactics
Shifting your approach to data probably means shifting your martech architecture. The more first-party data you collect, the more important a sustainable data governance process becomes. Your technology will need to keep up with new data requirements and targeting options, while supporting safe and secure storage and interfaces.
Rethinking your tech stack may mean upgrading your existing solution or investing in one or more new components. If you aren’t sure how to start weighing the tradeoffs, consider asking an outside firm to provide tech-agnostic consulting.
Wondering how to reframe your marketing strategy to target and track without cookies?
Learn more about the impact of cookie deprecation, and how to prepare >>