There have been huge changes over the last few years that have impacted how digital marketers can collect and track user data.

 

Users browsing across multiple devices and increased privacy regulations have dramatically reduced the ability to visualize a user’s online journey. These changes also impact how we can advertise to users as the ability to target audiences and measure the results has been also been reduced, due to the diminishment of cookies.

This makes it difficult to know which channel campaigns are converting your customers and from there, where you should invest your marketing budget. With those factors in mind, our data and privacy hub has all the information you need to increase the accuracy of your digital marketing activity in the post-cookie world.

Data preservation and digital marketing in a post-cookie world (Online workshop)

 

Download our online workshop to uncover how you can best preserve and enrich your data, gather valuable insights and utilize 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 has led digital marketing into a post-cookie world.

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.

What is Google Analytics 4 (GA4)?

Our Head of Analytics runs through the functions available in Google Analytics properties and how it differs to Universal Analytics.

The end of third-party cookies and the future of privacy (podcast)

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.

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.

Digital marketing team connecting online and offline data.

Why Digital Marketers Should Unify Online and Offline Customer Data

Online and offline customer data define a user’s journey from prospect to sale. Learn how to unify the two to better measure your strategy.

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.

Four key areas to utilize 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.

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 analyze 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.

Harnessing automation and machine learning to evolve your marketing strategy

Discover how to utilize automation and machine learning to boost performance and evolve your digital strategy for the future of marketing.

Visualization

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 visualize data are often anything but simple.

Five reasons to report using Google Looker Studio

Find out how Google Looker 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.

The digital maturity solution to evolving your marketing strategy

Read our digital strategist’s blog about the digital maturity solution, enabling you to evolve and future-proof your marketing strategy

 

The Expert’s Guide to Solving Common Issues With Google Analytics 4

Digital marketers are running into problems when using the new GA4 platform. Read our solutions to common Google Analytics 4 issues.

Need help to activate your data as part of your digital marketing strategy

Get in touch with us today

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