Conquering the Cookieless Era - WWV Summer Edition 2021

Transcript

1. Conquering the cookieless era
2. JELTE BAKKER Client Strategy Consultant jelte@traffic-builders.com www.traffic-builders.com /jeltebakker
3. WAAR KUN JE ONS VINDEN?
4. THE LAUNCH OF THE COOKIELESS ERA Time to brace ourselves for the largest impact on (digital) marketing we have ever seen
5. On average, Dutch advertisers will lose 80% of their data
6. Cookies are crucial for every website owner & marketeer The majority of:  Tracking  Reporting  Frequency capping  Optimization  A/B testing  Allocating media expenditures is ALL based on cookies
7. Consumers have the right to know and influence how their data is handled Cookies are personal identifiable information
8. How should advertisers reinvent themselves to stay on top of their game in 2022? Time to get ready for the new era where access to cookies is (b)locked!
9. WHY IS THIS HAPPENING? HOW DOES THIS IMPACT ME? WHAT SHOULD I DO?
10. WHY IS THIS HAPPENING? HOW DOES THIS IMPACT ME? WHAT SHOULD I DO?
11. CONSUMER PRIVACY FIRST Consumer dictates data collection Consumer has the right to view collected data More data is considered personal information
12. First party cookie is stored by the website that a user visits directly FIRST PARTY COOKIES Web Server Customer device Web Page first Party Cookie Page Request
13. THIRD PARTY COOKIES Third Party Cookie Third party cookie is stored by websites other than the one that a user visits directly (retargeting – ad serving - cross domain tracking) Page Request Web Server Customer device
14. FIRST & THIRD PARTY COOKIES REJECTED 2021 Cookieless Cookie lifetime of first party cookies 30 days 1 day* Collection of third party cookies
15. WHY IS THIS HAPPENING? HOW DOES THIS IMPACT ME? WHAT SHOULD I DO?
16. IMPACT ON ATTRIBUTION Day 3 Paid Search Day 1 Social Day 5 Direct Conversio n Paid Search one user with 3 sessions Direct 3 users with one session each Customer journey Data collection attribution
17. It will not be possible to remarket your website visitors with, for example, display ads No remarketing You will lose the possibility to set a frequency cap on the number of times your ads will be shown to 1 individual No frequency capping You won’t be able to create a lookalike audience based on your website visitors No lookalike audiences IMPACT ON ADVERTISING Above mentioned effects are not exclusively possible effects on advertising And more…
18. Var. A DAY 1 DAY 2 DAY 3 DAY 1 DAY 2 DAY 3 2021 Cookieless Var. A Var. A Var. A Var. B Var. B Viable Results? IMPACT ON A/B TESTING
19. MEASURING THE IMPACT ON YOUR BUSINESS
20. WE HAVE DEVELOPED A WAY TO IDENTIFY THE IMPACT ON YOUR BUSINESS Create an impact score based on your advertisement activities A dashboard showing the impact of cookieless era on your data
22. WHY IS THIS HAPPENING? HOW DOES THIS IMPACT ME? WHAT SHOULD I DO?
23. ACT
24. POTENTIAL SOLUTIONS 1. Strategic Solutions 2. Technical Solutions 3. Landscape Changes
25. POTENTIAL SOLUTIONS 1. Strategic Solutions 2. Technical Solutions 3. Landscape Changes
26. Customer device Website visit First-Party Data Newsletter subscription Register details for events Regardless of any technical implementation, ALWAYS start to revise your first-party data collection methods. Customers will only leave personal data when added value is provided. CRM / DMP Ask for customer interests & consent FIRST-PARTY DATA
27. CREATE A FUTURE PROOF KPI FRAMEWORK REACH ENGAGE ACTIVAT E NURTURE Marketing domain • Brand awareness • Effective reach • Cost per reach • And more… Sales domain • CPA/CPL • Conversions • Profit margin • And more… Service domain • Retention/churn • NPS • CLV • And more… It will be even more important to judge your marketing efforts on the right KPI! Marketing domain • Engagement score • Website traffic • CTR • And more…
28. Advertisers should reinvent the targeting options in their prospecting campaigns. Start building or sharpening your persona’s. This allows the use of contextual targeting, interest targeting and more! SHIFT IN TARGETING Contextual Targeting Whitelist Targeting Socio-demographic Targeting Interest Targeting
29. POTENTIAL SOLUTIONS 1. Strategic Solutions 2. Technical Solutions 3. Landscape Changes
30. TECHNICAL SOLUTIONS TRACKING PREVENTION TOOLING SERVER SIDE TAGGING DATAHIVE360 GOOGLE ANALYTICS 4 Creates first party data points Hybrid setup End user friendly Less vulnerable to browser changes Data sent to your own domain is considered first-party data No data-sampling Combine all your data Standard dashboards available Zero code solution New version of Google Analytics Will receive updates going forward Google Analytics is free
31. SOLUTION COMPARISON Tracking prevention tooling Tracking prevention tooling & Datahive360 Server-side Tagging Solution Server-side Tagging Solution & Datahive360 Improve quality and integrity (qualitative & quantitative) Leverage features to support marketing activities Combine and enrich data from external platforms via connectors
32. COOKIELESS ERA ROADMAP 1. Analyze the impact on your overall data, campaigns and conversion attribution 2. Evaluate current availability of first party data and means of processing this data 3. Research all available technical solutions and determine which one best suits your needs 4. Setup a strategic plan to prepare your company for the cookieless era
33. TIMELINE TO IMPLEMENT STRATEGIC AND TECHNICAL SOLUTIONS Time Cookieless era proof 0-2 months 2-4 months 3-6 months Strategic Technical Start gathering first-party data Create a future proof KPI framework Refresh your personas and reshift your targeting Implement a tracking prevention solution & setup GA4 property Implement Datahive360 to enrich data & insights. Setting up a hybrid tag- management plan for the long term Fully implement GA4 and if desired a CRM & server- side tagging solution
34. Cheers to the Cookieless Era Jelte Bakker Client Strategy Consultant jelte@traffic-builders.com Maurits van Slobbe C/D Strategy Director maurits@traffic-builders.com Talitha Zwagers Managing Director talitha@traffic-builders.com