Is it time to rethink the true potential of the data you already own?
Janus is CPO and a founder of bmetric.
Privacy and personalisation—are the two becoming mutually exclusive? Privacy laws and the new prevalence of anti-tracking features, in browsers and mobile devices, are presenting obstacles for data-led business and marketers alike.
Today, the only mainstream web-browser yet to feature a third-party blocker as standard is Google’s Chrome. Samsung’s recent Smart Anti-tracking and Apple’s “Do not track” feature signify a broader response to the widespread demand for tighter control over one’s data.
What’s good about it?
For what it’s worth, we all should be glad that the trend in data protection has shifted this way and not the other. The pursuit of greater autonomy over one’s data is a worthy one. In essence, these anti-tracking features ensure that, as businesses, we are only storing and working with the data our customers allow us to—thus protecting businesses and consumers. Having said that, this new attitude toward customer data comes at a cost.
Now is a good time to rethink the potential in first-party data
So what changes, and for whom does it change for?
The ability to segment, track, and target customers—across domains, platforms, and sessions—is significantly diminished. The returns from third-party cookies are being throttled and becoming much less reliable overall.
Essentially, third-party cookies are going to stop delivering the data you once expected from them.
Companies who take a data-driven approach, in any way, must consider the extent to which their strategy depends on third-party data. So now is a good time to rethink the potential in first-party data, especially in relation to delivering responsive, adaptive experiences.
The era of personalisation is the era of engaging—in the moment
The new way to engage: Doing more onsite
A solution to this is to be more proactive in managing leads and experiences in real time—with first-party, onsite journey data. The most relevant data you could possibly gather is that which is readily available from visitors on your own site, whilst they’re on your site. Why not provide more of the right experiences, to the right customers onsite, this is when customers are most prepared to engage with your offering. Doing so only requires first-party data, the data you gather from your own website or directly from each customer.
Currently, around 80% of online customers are passing through sites unprofiled. Meaning the legacy data, provided by third-party cookies, can only build adequate profiles of 20% of your online traffic. Aiming to build full profiles of customer data is not only becoming more difficult, but it’s also overkill. It’s the reason more consumers are, quite rightly, seeking to take ownership of their online data.
The situation creates a clear objective: data-led businesses need precise, purposeful, consent-driven data strategies; intelligent approaches, engineered to apply the right data from the right customers, to achieve specific departmental goals.
At bmetric we deliver solutions to increase sales and optimise lead gen, in a way that your customers will love. bmetric are the intelligent approach to data-led experience management that respects customer data.
Learn what makes Intelligent Engagement the intelligent approach to personalisation in the era of privacy.