Go Cookieless - Convert 20% more.

The demise of third-party cookies has left marketers scrambling for solutions to identify and engage with their audiences. Ad costs are rising, and cookies are crumbling, but there's a light at the end of the tunnel (or should we say funnel ??): identity resolution.

Identity resolution is the process of creating a unified profile of a user by linking data from various touchpoints and sources. This process allows businesses to recognise and understand users as they interact with their brand across different channels, even without the use of third-party cookies.

We have the data from 500+ D2C brands in India, but now, we have also got a new partnership; yet to be revealed for cookieless data - to identify >20% of anonymous website traffic and more ????

Future of marketing in a post-cookie era… begins now!

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Why go Cookieless?

What share of your site visitors stay anonymous to your systems? That would be >35%.

That should be reason enough to go Cookieless.

Other factors:

1. Privacy Regulations: India's Personal Data Protection Bill, proposed regulations that will further restrict how personal data is collected and processed.

2. Browser Changes:

• Safari's Intelligent Tracking Prevention (ITP): Limits the lifespan of cookies and blocks cross-site tracking.
• Firefox's Enhanced Tracking Protection (ETP): Automatically blocks third-party cookies and trackers.
• Google Chrome: Plans to phase out third-party cookies by 2024, following its Privacy Sandbox initiative, which aims to create web standards that enhance privacy while enabling targeted advertising.

3. Consumer Awareness: Increased awareness and concern about privacy have led users to prefer websites and services that respect their data privacy. This has pressured companies to adopt more transparent and privacy-compliant practices.

How Cookieless Tracking Works:

Data from the Cookieless method

1. Identity Resolution

Identity resolution involves creating a unified profile of a user by combining data from various sources, even in the absence of cookies.

Techniques:

• Identity Graphs: Combine data from multiple touchpoints to create comprehensive user profiles.
• Persistent Identifiers: Use identifiers such as email addresses or phone numbers collected through voluntary submissions.

Benefits:

• Comprehensive view of customer interactions
• Enhanced ability to personalise experiences
• Increased effectiveness of marketing efforts

2. Server-Side Tracking

Definition: Tracking user interactions directly on the server instead of the client-side (browser).

Techniques:

• Log Analysis: Use server logs to track page views, clicks, and other user interactions.
• Server-Side Tag Managers: Implement tools like Google Tag Manager (server-side) to handle tracking and analytics without relying on client-side cookies.

Benefits:

• Bypasses browser restrictions and ad blockers
• Improved data accuracy
• Enhanced data security

3. Contextual Retargeting

Serve ads based on the context of the user’s current browsing session rather than their past behaviour.

Techniques:

• Behavioural Analysis: Monitor user actions such as clicks, page views, and time spent on site to infer interests and intent.
• Contextual Targeting: Serve ads or content based on the context of the current page rather than past behaviour.

Benefits:

• Relevant user insights without personal data
• Compliance with privacy laws
• Enhanced user experience through relevant content

Example: Display ads for running shoes on sports-related websites that the user visits, even if you don’t know their previous browsing history.

4. Enhance Data Collection Points

Optimise your website and digital touchpoints to encourage direct data collection. This can include offering incentives for account creation, implementing loyalty programs, and using interactive content like quizzes and polls.

5. Ready to Go Cookieless? Ready to Convert 20% more?

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That’s the end of our talk on “Going Cookieless - Converting 20% more.”...

? See you on the next coffee date!

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