THIRD-PARTY IDENTIFIERS ARE GOING AWAY. WHAT’S THE IMPACT ON CPG MARKETERS?

THIRD-PARTY IDENTIFIERS ARE GOING AWAY. WHAT’S THE IMPACT ON RETAIL MARKETERS?

Future-proof your first-party data strategy: The marketer’s blueprint

Organizational changes, ad-tech evolution and privacy regulations are keeping marketers on their toes—and leaving many struggling to build a corporate-level first-party data (1PD) strategy amongst the chaos.

 

This blueprint will share clear steps, benefits and challenges associated with market and category maturity to help marketers win with data-driven strategies post 2023.

Organizational changes, ad-tech evolution and privacy regulations are keeping marketers on their toes—and leaving many struggling to build a corporate-level first-party data (1PD) strategy amongst the chaos.

 

This blueprint will share clear steps, benefits and challenges associated with market and category maturity to help marketers win with data-driven strategies post 2023.

Why you need a first-party data strategy

As marketers navigate data deprecation, many are exploring first-party data strategies.

of marketers are ‘very’ or ‘moderately’ reliant on third-party cookies

of marketers feel ‘very prepared’ to adapt their digital advertising to third-party cookie deprecation

of marketers are focusing on first-party data strategies to meet pending industry changes

Requirements

Organizational requirements to drive a maturing data strategy

CMO & CTO alignment

Define the imperative and know why you’re building first-party data

Privacy at the forefront

Establish governance for applying privacy by design principles

Customer-focused mindset

Embrace data ethics to earn and keep consumer trust

Tech partnership readiness

Assess how prepared your vendors are for data deprecation

 

Maturity model/Audit

Based on market, category and other business priorities

Capabilities required to maintain personalized consumer engagements in a privacy-safe way

Identity solution

People-based and portable identity not based on cookies

Data management expertise

Solutions to grow, organize, activate and measure

Clean room

Privacy-safe and pseudonymous to drive cross-channel execution and effective 1PD management

Consent management expertise/tools

People-based consent tools and opt-out design that enables opt-out at the individual level, not just devices and cookies

Privacy by design philosophy

Ensuring solutions persist as regulations evolve

Getting started

Here’s your blueprint to build your first-party data assets

1. Audit & organize

your data

2. Collect & fill gaps

with 0PD or 1PD

3. Enrich & expand

with 2PD & 3PD

4. Activate & measure

impact

 

5. Learn & optimize

from insights

1. Audit & organize

Start:

Getting a better picture of the data you already have (e.g., historical campaigns, CRM files, promotion records, site visits, app usage, etc.)

Because:

  • This can get messy. You need a clear understanding of how many people you know and what identifiers you have about each person.
  • It makes the data usable across owned and external platforms

Then continue to:

Streamline your data, dedupe it and complete the identification fields (name, address, email address) at scale

Back

2. Collect & fill gaps

Start:

Collecting more zero-party data (0PD) and first-party data (1PD)

Because:

  • It creates a true value exchange with consumers
  • You have more relevant data points in your 1PD universe

Then continue to:

  • Optimize the collection of 1PD via reference management systems, consent management and reverse proxy tagging
  • Manage and integrate more opted-in, consented data (0PD) via media partnerships, loyalty programs, website strategy and email
Back

3. Enrich & expand

Start:

Acquiring and aligning relevant second- and third-party data to 1PD to fill in the gaps for each person and review prospect opportunities

Because:

  • You see a full 360° view of your customers
  • Understand who else could be in market for your product

Then continue to:

  • Ensure it’s actionable, ready to use in clean rooms
  • Prioritize demos, transactions, behaviors, etc.
  • Use lookalike modeling with a large set of independent variables
Back

4. Activate & measure

Start:

Activating across channels, measuring the impact and continuously recognizing every consumer on owned properties

Because:

  • You need to reach the right people with messaging that speaks to them
  • Every marketing activity should inform the next

Then continue to:

See the best view of every customer at every moment:

  • Orchestrating customer journeys across addressable channels
  • Use insights in real time profile updates and dynamic messaging
Back

5. Learn & optimize

Start:

Learning from your data over time

Because:

  • You need to anticipate consumer intent so you can consistently message them in a timely, personalized way

Then continue to:

Anticipate consumer intent over time at scale:

  • Use AI and machine learning to predict response, receptivity
  • Create dashboards to show customer value and journey analysis, across individual to macro level views
Back

Case studies

Ok, so this all sounds great in theory—but does it really work?

Read our real-life client examples below to learn how first-party data strategies are driving actual business results:

CPG client increases ROI by 16%

+16%

higher ROI 

+40%

higher media effectiveness across programmatic brand campaigns

+78%

lift in ROI for CTV

Travel client achieves 87% match rate

87%

match rate on websites with CORE ID—elevated reach from their previous partners’ 10–20%

+140%

in bookings conversions

$8.6 M

in revenue attributed to AI event triggers in ad

Retail client grows sales 27% YoY

27%

YoY increase in new customer sales while reaching 24% fewer prospects

1.5X

higher conversion rate for clean room generated audiences

2.8X

lift in revenue per person when received email and display vs. display

Investing in a first-party data strategy will get you strong results that propel your marketing into the future. But you don’t have to go it alone.