In a World Without Third-party Cookies, a First-party Data Strategy Takes the Cake
By 2022, approximately 86% of browser traffic will no longer be supported by third-party cookies. For years, companies have used third-party cookies to track and understand buyer behavior online. Now, amidst privacy concerns and regulatory laws, marketers now face data deprecation and may face challenges ahead without a solution in place.
So what exactly is the industry moving towards?
The first step in combating third-party cookie loss is shifting to a first-party data strategy. Read our latest ebook, First-Party Data Takes the Cake, to learn how to use the data you obtain directly from customer relationships — instead of buying it from a third-party — to continue tracking and targeting customer behavior effectively, to provide the best customer experience (CX) possible, and to future proof your targeting strategies.
Read it today to:
- Learn key differences between first, second, and third-party data
- Understand the benefits of centering your CX strategy around first-party data
- Prepare to get the right tech in place for 2022
- Leverage 4 strategic steps in creating a first-party data strategy
In a World Without Third-party Cookies, a First-party Data Strategy Takes the Cake
By 2022, approximately 86% of browser traffic will no longer be supported by third-party cookies. For years, companies have used third-party cookies to track and understand buyer behavior online. Now, amidst privacy concerns and regulatory laws, marketers now face data deprecation and may face challenges ahead without a solution in place.
So what exactly is the industry moving towards?
The first step in combating third-party cookie loss is shifting to a first-party data strategy. Read our latest ebook, First-Party Data Takes the Cake, to learn how to use the data you obtain directly from customer relationships — instead of buying it from a third-party — to continue tracking and targeting customer behavior effectively, to provide the best customer experience (CX) possible, and to future proof your targeting strategies.
Read it today to:
- Learn key differences between first, second, and third-party data
- Understand the benefits of centering your CX strategy around first-party data
- Prepare to get the right tech in place for 2022
- Leverage 4 strategic steps in creating a first-party data strategy
2021 State of the CDP
This report surveyed 300 marketers in the US across 5 major industries with the goal of developing a better understanding of the current and future state of CDPs.
The findings revealed why CDPs were central to solving the challenges of 2020, including reduced budgets, new data privacy legislation, sudden digital acceleration due to COVID-19, as well as pending third-party cookie loss.
Get this research report to discover:
- Why CDPs have become vital to marketing success
- 6 ways marketers are adapting to change with a CDP
- How to find a CDP that makes integration easy
- 3 important factors to help you quantify CDP ROI
- Why data privacy and compliance continue to be a top priority
2021 State of the CDP
This report surveyed 300 marketers in the US across 5 major industries with the goal of developing a better understanding of the current and future state of CDPs.
The findings revealed why CDPs were central to solving the challenges of 2020, including reduced budgets, new data privacy legislation, sudden digital acceleration due to COVID-19, as well as pending third-party cookie loss.
Get this research report to discover:
- Why CDPs have become vital to marketing success
- 6 ways marketers are adapting to change with a CDP
- How to find a CDP that makes integration easy
- 3 important factors to help you quantify CDP ROI
- Why data privacy and compliance continue to be a top priority
2021 State of the CDP
This report surveyed 300 marketers in the US across 5 major industries with the goal of developing a better understanding of the current and future state of CDPs.
The findings revealed why CDPs were central to solving the challenges of 2020, including reduced budgets, new data privacy legislation, sudden digital acceleration due to COVID-19, as well as pending third-party cookie loss.
Get this research report to discover:
- Why CDPs have become vital to marketing success
- 6 ways marketers are adapting to change with a CDP
- How to find a CDP that makes integration easy
- 3 important factors to help you quantify CDP ROI
- Why data privacy and compliance continue to be a top priority
2021 State of the CDP
This report surveyed 300 marketers in the US across 5 major industries with the goal of developing a better understanding of the current and future state of CDPs.
The findings revealed why CDPs were central to solving the challenges of 2020, including reduced budgets, new data privacy legislation, sudden digital acceleration due to COVID-19, as well as pending third-party cookie loss.
Get this research report to discover:
- Why CDPs have become vital to marketing success
- 6 ways marketers are adapting to change with a CDP
- How to find a CDP that makes integration easy
- 3 important factors to help you quantify CDP ROI
- Why data privacy and compliance continue to be a top priority
Joy of Data: Powerful Use Cases for Customer Data
Hey, all you Marketing, Analytics and Data Chefs! Welcome to The Joy of Data, a new kind of cookbook!
This ebook is full of delightful data recipes that showcase what ingredients go into baking solid customer loyalty and retention programs, whipping up powerful and personalized messaging, cooking up sophisticated advertising strategies and rolling them all up with predictive insights to create joyful experiences for your customers (what a joyful mouthful)!
Let’s roll up our sleeves, tie on our digital aprons and get our tech stack utensils organized to start cooking up some experience goodness together.
Joy of Data: Powerful Use Cases for Customer Data
Hey, all you Marketing, Analytics and Data Chefs! Welcome to The Joy of Data, a new kind of cookbook!
This ebook is full of delightful data recipes that showcase what ingredients go into baking solid customer loyalty and retention programs, whipping up powerful and personalized messaging, cooking up sophisticated advertising strategies and rolling them all up with predictive insights to create joyful experiences for your customers (what a joyful mouthful)!
Let’s roll up our sleeves, tie on our digital aprons and get our tech stack utensils organized to start cooking up some experience goodness together.
Joy of Data: Powerful Use Cases for Customer Data
Hey, all you Marketing, Analytics and Data Chefs! Welcome to The Joy of Data, a new kind of cookbook!
This ebook is full of delightful data recipes that showcase what ingredients go into baking solid customer loyalty and retention programs, whipping up powerful and personalized messaging, cooking up sophisticated advertising strategies and rolling them all up with predictive insights to create joyful experiences for your customers (what a joyful mouthful)!
Let’s roll up our sleeves, tie on our digital aprons and get our tech stack utensils organized to start cooking up some experience goodness together.
Joy of Data: Powerful Use Cases for Customer Data
Hey, all you Marketing, Analytics and Data Chefs! Welcome to The Joy of Data, a new kind of cookbook!
This ebook is full of delightful data recipes that showcase what ingredients go into baking solid customer loyalty and retention programs, whipping up powerful and personalized messaging, cooking up sophisticated advertising strategies and rolling them all up with predictive insights to create joyful experiences for your customers (what a joyful mouthful)!
Let’s roll up our sleeves, tie on our digital aprons and get our tech stack utensils organized to start cooking up some experience goodness together.
The Definitive Guide to Customer Data Platforms
How to Unlock the True Power of Your Customer Data
Customer data will fuel the future of customer experience—a CDP will drive it.
We wrote The Definitive Guide to Customer Data Platforms to help you uncover powerful use cases to help your business, identify the best processes for your team, and highlight how you might structure a CDP team.
You've already got all the customer data you need to succeed. Now it’s time to put it to work with the right technology, strategy, and team that will take your customer experience to the next level. In our in-depth playbook, we cover everything you need to know about:
- The benefits of a Customer Data Platform;
- Getting started with tried-and-true use cases;
- Building a team with the right skillsets for any size organization;
- Securing buy-in from executives across the company;
- Measuring the ROI of CDPs to prove value to different stakeholders
The Definitive Guide to Customer Data Platforms
How to Unlock the True Power of Your Customer Data
Customer data will fuel the future of customer experience—a CDP will drive it.
We wrote The Definitive Guide to Customer Data Platforms to help you uncover powerful use cases to help your business, identify the best processes for your team, and highlight how you might structure a CDP team.
You've already got all the customer data you need to succeed. Now it’s time to put it to work with the right technology, strategy, and team that will take your customer experience to the next level. In our in-depth playbook, we cover everything you need to know about:
- The benefits of a Customer Data Platform;
- Getting started with tried-and-true use cases;
- Building a team with the right skillsets for any size organization;
- Securing buy-in from executives across the company;
- Measuring the ROI of CDPs to prove value to different stakeholders
Shifting to 1st Party Data for a Better Customer Experience
With customer data increasingly driving the personalization strategies fueling the customer experience across marketing, sales, and customer support, your data strategy has never been more important. Customers expect consistent experiences across the myriad channels they interact with— whether in-store, on the website, or in an app.
Customer data is what fuels the teams and technologies responsible for your customer experience, but for years there was little incentive for companies to prioritize customer data as an asset itself to be taken care of and safeguarded. To take on personalization and privacy, you need a unified view of customer data at an individual level to deliver relevant experiences with consent.
In this eBook, you will learn how to scale engagement across all your tools and channels — accurately and with consent— in order to deliver experiences that matter to your customers.
State of the Customer Data Platform
In the 2020 Tealium State of the CDP Report, we asked over 300 U.S. decision makers in marketing and data/analytics how they are leveraging CDPs today, the challenges they face with current vendors and their future plans for CDP technology. The results reveal that many organizations are still searching for the right solution: 58% of respondents with CDPs said they are planning to switch to a different provider within the next 12 months.
Something needs to change for customer data to reach its full potential. Businesses need greater clarity into what CDPs do, how to select the right CDP and how to optimize the technology — or they risk missing out on enormous CDP benefits.
Tealium Newsletter Featuring Gartner Analyst Note: Building a Foundation for a Data-Driven Customer Experience Future
Nearly a decade ago, advances in digital transformation and big data put achieving a 360-degree view of the customer on the roadmap for many organizations. Along the way, many companies focused their efforts on the experience layer, hoping to keep up with industry disruptors like Amazon and Apple, which have consistently raised consumers' expectations for what makes a great experience. As companies try to catch up, many miss the critical component behind this success; excellent customer data management.