Users browsing across multiple devices, browser updates like ITP, and data regulations like GDPR have dramatically reduced our ability to track users across the web via cookies and gain visibility of the customer journey.
Without being able to tie together touchpoints and conversions, it is difficult to know which channels and campaigns are converting your customers, and therefore where you should invest your budget.
These changes also impact how we can advertise to users, as advertising platforms use third-party data, which is collected by cookies, to profile and measure users. Without cookies, the ability to target audiences and measure results is dramatically reduced.
There are steps you can take to preserve your data and increase the accuracy of your advertising campaigns even with the loss of cookies. This data and privacy hub has all the information you need to survive in a post-cookie world.
Why act now and what events have led us here?
Integrating your technology stack allows the data you do collect to be shared across platforms, creating a more holistic view of the customer journey.
Using your data to shape and inform your digital marketing strategy improves ROI and reduces costs. Find out how to activate your data for better results.
The data we collect is not always instantly usable. Data engineering can involve anything from blending together different data sources in order to track performance better, to creating machine learning models to analyse historical data to predict the value of a lead. Data engineering takes raw data and turns it into actionable insights.
People visit your website, lots of people. There are countless unique customer journeys. However, patterns appear when analysed at scale.
We use machine learning to work out the probability of the sale and the expected value of a purchase, enabling you to value each user accurately and pay the right price for PPC ads, display advertising and retargeting. This results in significant increases in your ROAS, allowing you to invest your budget optimally, and drives maximum profit.
Being able to clearly communicate your data and what it means for different stakeholders is key to making informed decisions about how to improve your digital marketing strategy. While the output involves simple, easy-to-read dashboards, the tools and techniques to properly visualise data are often anything but simple.
There are steps you can take now to ensure you are ahead of the competition and ready for the eventual redundancy of cookies.