There have been some huge changes over the last few years which impact how marketers can collect and track data from their website users and customers.

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.

Download our latest online workshop to uncover how you can best preserve and enrich your data, gather valuable insights and utilise your first-party data to target your customers more effectively.

What you will learn:

  • How changes in privacy and cookie laws are impacting your analytics and ability to accurately track the customer journey
  • The effect this has on your ability to accurately track the performance of third-party advertising
  • How you can adapt your digital advertising and the tools you need to succeed in the post-cookie landscape

The context

What is first party data, and why do you need to know about it?

We explain the difference between first, second and third-party data, and why first-party data is becoming increasingly important.

Find out how ITP 2.1, 2.2 and 2.3 are affecting your Google Analytics with our downloadable dashboard

Download our ITP dashboard to help you identify what proportion of your website visitors are impacted by ITP.

How will Apple iOS 14 impact your Facebook ads?

Apple’s operating system update, iOS 14, will impact app tracking, including how customer data can be tracked and used across Facebook.

Facebook Ads on phone

What is Intelligent Tracking Prevention (ITP) and what does it mean for marketers?

This blog and podcast episode covers cookies, tracking and ITP and what it means for marketers, read the blog or tune in today.

What is Google Analytics 4 (GA4)? (previously App + Web properties)

Our Head of Analytics and Data Science runs through Google’s new analytics platform, App + Web properties and how it differs to Universal Analytics.

In this podcast episode, Search Laboratory’s Founder, Ian Harris and the team discuss the phasing out of third-party cookies and the future of privacy. They explore the effects of changes to tracking and analytics and what marketers should be doing right now.

Integrating your tech stack

Integrating your technology stack allows the data you do collect to be shared across platforms, creating a more holistic view of the customer journey.

GMP and data integration: how does it work?

Learn how each tool within the Google Marketing Platform integrates with one another, and how this can be used to improve your digital strategy.

Why use data-driven attribution? And which Google product to use?

Learn what data-driven attribution is, how data-driven attribution models differ depending on the Google platform, and how they can improve your marketing.

Leveraging the Google Marketing Platform to maximise the value of your first-party data (Webinar)

This video assesses how to use the Google Marketing Platform to your advantage in the face of limited data due to recent third-party changes. Watch now…

Activating data

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.

Using search data to inform your product strategy

Integrating search data into your wider business strategy can mean greater success. Find out how to use this data to improve your product strategy.

Using first-party data to inform your content strategy

Use these first-party data sources to inform your content strategy and ensure the content you produce pushes your customers along the sales funnel.

Four key areas to utilise your data to grow your business online

In this blog we highlight four areas where advancing your data-driven marketing can reduce your business’s advertising spend and increase revenue.

First-party data is incredibly valuable – why are you wasting yours?

Our Head of Paid Media shows how first-party data can be used to improve your advertising campaigns for both ecommerce and lead generation websites.

What is ITP and how does it affect your paid media strategy?

ITP 2.1, 2.2 and 2.3 can negatively impact your paid media performance and reported performance. Find out why, and how to overcome this.

Data engineering

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.

Cloud marketing: what is it, and why should you be using it?

We look at what exactly is cloud for marketing and why it is an essential component of a successful digital marketing strategy.

What is machine learning and how can it be used to improve your digital performance?

We can use machine learning to build advanced marketing solutions. Here are three tools we have developed to improve our clients’ performance.

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.

Visualisation

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.

Five reasons to report using Google Data Studio

Find out how Data Studio can help you convey the value of your marketing activity to the company stakeholders.

Business intelligence (BI) in digital marketing

Our Head of Business Intelligence, Mike Walkden, looks at what BI for digital marketing actually involves.

What to do now

There are steps you can take now to ensure you are ahead of the competition and ready for the eventual redundancy of cookies.

 

Data preservation: digital marketing in a post-cookie era

Our ability to track cookies has diminished. Find out the steps you need to take now to preserve your first-party data.

Online workshop: Why you should start your App + Web setup right now

This online workshop explores the next-level features of Google’s App + Web properties. watch on-demand today to get help with your setup.

Need help with your next steps to preserve data and activate it in your digital marketing?

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