After conducting the research, three distinct attitudinal segments emerged: independent, data-reliant and concerned respondents. Independent respondents aren’t too worried about new policy legislation because their organization doesn’t use much third-party data. They already have systems to gather first-party data — like a crm — and know how to use it. Data-reliant respondents believe data is…
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Different Organizations Different Ways to Measuring Success
Today, the success of paid media depends on the third-party cookie. As we mentioned in our previous blog, tracking click-to-purchase rates through third-party cookie-targeted ads will no longer be possible. As a result, marketers need to rethink kpis — specifically, how they measure them. Instead of tracking conversions from retargeting ads, marketers can ensure they’re…
The Future of Targeted Ads
Marketing as we know it is in the midst of massive change. Therefore, Legislation like the general data protection regulation in europe and california consumer privacy act have put consumer privacy directly into the general conversation. But there’s a bigger change looming on the horizon — the so-called death of the third-party cookie. And marketers…
Best Practices for Using and Storing Consumer Data
It’s often a challenge to make meaning of all this data and synthesize it into one hub. Our research shows that to help, about two in three marketers use a crm, database software or spreadsheets to store and organize customer data. If you have 100 to 200 contacts, doing this manually might be time-consuming, but…
Marketers Weigh in on Expiration Dates
Consider the average length of a marketing campaign. How effective can your marketing be if you use data from nine months ago to inform your campaign strategy? Challenges arise and become harder to overcome without data that integrates into your sales and marketing initiatives. If this sounds familiar, know you’re not alone. About one in…
When Will Your Consumer Data Expire
Imagine you’re about to enter a new market, and you’re strategizing an ad campaign for the product launch. You can’t use third-party data to target ads. No google keyword planner. No social media. You can only use your own first-party data stack to execute the campaign (like crm, excel spreadsheets, json files, etc.). Do you…
Adapting to New Changes on the Way
Our research shows that 70 percent of marketers use at. Least two data storage solutions to house data, putting them at risk for. Data breaches. When your data comes from multiple sources and you store it in different databases, it makes. You more vulnerable to attacks. Knowing where your data is and who has. Access…
How Marketers Feel About Third Party Data and Privacy Laws
One in two marketers strongly agrees that data privacy laws make it harder for them to do their jobs. At the same time, 64 percent worry about the privacy of their personal data. We can appreciate enhanced privacy and security protections for our personal data while feeling frustrated in our roles as marketers. Add third-party…
Privacy Laws Are Affecting Third Party Data and Your Marketing
Do you trust organizations with your personal data? How do you feel about them tracking your activity across the internet via third-party cookies? For decades, marketers have relied on the power of third-party data to gain insights into their customers. Without it, many of today’s most common marketing strategies would look completely different or even…
Imagine a future with less generic data
Our research shows that about 40% of marketers analyze customer data or use it for their work. About four in five make decisions about data collection. While data can be incredibly valuable in planning marketing campaigns and initiatives, it’s important to keep access on a need-to-know basis. Just as every business has important assets and…
Transitioning From Third
There are more opportunities for innovation. Marketers are known for being creative, and with data use evolving, it’s just one more opportunity to capitalize on your innovative mindset.Despite the implications above, there’s still a lot we don’t know and third-party data going away. Accepting uncertainty is part of moving forward. Some marketers believe google’s third-party…
When the Cookie Crumbles Where Does That Leave
Google will block third-party data collection in chrome by the end of 2024. If your marketing relies on this, that means you have a year to figure out customer data practices (but you’re not alone!). Our research study shows that about half of marketers worry about their organization’s ability to succeed without third-party data. At…