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Let\u2019s take a trip down memory lane, back to 2020, when Google announced they will deprecate third-party cookies by the end of 2021 (now 2024)<\/a>. Not long after, Apple announced it was going to limit the use of its mobile device ID (IDFA) across its iOS applications. And now, we find ourselves right on the precipice of these major changes to marketing attribution. Brands globally have relied on the identifying traits allowed by third-party cookies to shape their advertising targeting, frequency, timing, measurement and personalisation. So it\u2019s no surprise that it\u2019s a little overwhelming to reimagine the advertising space without them.<\/p>\n It\u2019s likely you\u2019ve already given thought and consideration to how this may affect your business and some changes may already be getting implemented across your marketing teams. But let\u2019s take a closer look at why cookie deprecation is so significant, what impact it will have on marketing attribution, and how you can navigate these changes in the smoothest way possible, whilst still understanding your customers and meeting their needs in the right place, at the right time.<\/p>\n The deprecation of third-party cookies will significantly change the way businesses manage and implement advertising campaigns and reach out to their prospects. Previously, third-party cookies were the main lens through which we understood and analysed customer behaviour, including: recent purchases, interests, online habits, and frequently visited websites. This has so far made it easy for marketing teams to develop a comprehensive visitor profile and launch highly targeted and customised campaigns.<\/p>\n Recent research conducted by Epsilon reveals approximately 80% of advertisers are heavily reliant on third-party cookies and close to 70% of them are therefore feeling frustrated and overwhelmed by news of cookie deprecation and how to proceed with marketing attribution.<\/p>\n One of the most significantly affected areas of any business\u2019s marketing strategy will be attribution. Attribution modelling is heavily reliant on third-party cookies, from tracking customers to monitoring impressions and conversions. The current ability to use third-party cookies to identify customers, target, frequency cap, create and track user IDs will become increasingly challenging. Retargeting will be hit and miss, not to mention even if the customer converts – how are you going to monitor how they got there? And, as we all know, last-click attribution isn\u2019t the most reliable or accurate means of determining the success of your campaigns.<\/p>\n So, as we move into a world without cookies, what areas can we focus on to aid marketing attribution and continue to assess the value different channels have on reaching customers?<\/p>\n Whilst marketing teams will be in the trenches dealing with these changes, other areas of the business may be blissfully unaware. It is therefore important to communicate with, and educate, all the relevant stakeholders as to these upcoming changes – and the effect it may have on their work processes, and the business as a whole. Helping them understand the difference between first, second, and third-party data, and what a \u2018cookie-less\u2019 world actually means (even at a high-level overview) will also help alleviate any concerns, and build trust for marketing efforts going forward.<\/p>\n This also gives you the opportunity to do an audit of the internal touchpoints that may\/will be affected, and the key business functions that need to be brought along the \u2018privacy first\u2019 journey.<\/p>\n With third-party data no longer available, a first-party data strategy will be key to success. We\u2019ve touched on this in a number of our recent posts such as the importance and the benefit that utilising first-party data brings. Being able to use information that is unique to your specific customers opens the door for more specific and relevant targeting than ever before.<\/p>\n Now is the time for marketers to identify where third-party data is currently used and therefore will need to be replaced, what first-party data sources are already available, and what value they can offer their audiences to consent to having their information collected in future.<\/p>\n To create a single customer view, companies will need to (if they haven’t already), invest in the technology that allows them to centralise all the first-party data that can be collected. Bringing together information from sources such as your CRM, POS, website etc into a centralised platform gives you the best holistic view of your audiences, and paves the way for a better, more personalised, customer experience (and, ultimately, ROI).<\/p>\n To simplify this process, marketers may want to look at tools such as Wondaris Customer Data Platform<\/a> that are designed to integrate with your current tech stack to help unify, manage and activate first-party data sets in a privacy-safe environment. As a full-stack Google Marketing Platform & Google Cloud Partner, XPON Technologies AUNZ can help to make this inevitable transition as painless as possible.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Let\u2019s take a trip down memory lane, back to 2020, when Google announced they will deprecate third-party cookies by the end of 2021 (now 2024). Not long after, Apple announced it was going to limit the use of its mobile device ID (IDFA) across its iOS applications. And now, we find ourselves right on the […]<\/p>\n","protected":false},"author":12,"featured_media":7796,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"marketing attribution","_yoast_wpseo_title":"The Impact of Cookie Deprecation on Marketing Attribution","_yoast_wpseo_metadesc":"The deprecation of third-party cookies will significantly change marketing attribution and the way businesses manage their advertising.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":" The customer experience is one of the most critical factors determining any business's success. In today's digital age, customers expect a seamless and personalised experience, and companies constantly look for new ways to enhance it. One of the most exciting and innovative ways to achieve this is through augmented reality (AR).<\/p> AR technology allows businesses to superimpose digital information on the real world, creating a more immersive and interactive customer experience. This technology has the potential to revolutionise the way businesses interact with their customers, and companies are already using it to improve customer engagement and satisfaction.<\/p> One of the most popular ways that companies are using AR to enhance the customer experience is through the use of virtual try-ons. In the retail industry, this technology allows customers to virtually try on clothes, accessories, and makeup without needing to visit a store physically. This not only improves the shopping experience but also helps to reduce the number of returns. Companies like Sephora and L'Or\u00e9al have implemented virtual try-on technology in their mobile apps, allowing customers to see how different makeup looks on them before making a purchase.<\/p> Another way that companies are using AR to enhance the customer experience is through virtual tours. This technology allows customers to virtually explore a property, product, or event before making a decision to visit or purchase. Companies like Wayfair and IKEA have implemented virtual tours in their mobile apps, allowing customers to see how furniture looks in their homes before purchasing.<\/p> Similarly, real estate companies are using virtual tours to allow potential buyers to explore properties from the comfort of their own homes. AR is also being used to enhance the customer service experience. Companies like Lowe's and Home Depot have implemented AR technology in their mobile apps, allowing customers to view detailed product information, see how products look in different settings and even get virtual assistance from experts.<\/p> This not only improves the customer service experience but also helps to reduce the amount of time customers spend in the store searching for the right product. Lastly, AR is also being used to enhance the customer experience by creating more interactive and engaging advertising.<\/p> Companies like McDonald's and Coca-Cola have created AR-enabled ads that allow customers to interact with their products in a fun and exciting way. This improves brand awareness and encourages customers to visit their stores or websites to learn more about their products.<\/p> In conclusion, augmented reality technology has the potential to revolutionise the way businesses interact with their customers. From virtual try-ons to virtual tours, companies already use AR to improve customer engagement and brand loyalty.<\/p> As AR continues to evolve, so will the benefits. XPON futurist, Marcus Callon, suggests that \u201cAR and VR are only scratching the surface of its future capabilities, with easy-to-use XR storytelling technologies such as Holoscribe bridging the gap between content creators and marketers and immersive XR content.\u201d<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[391],"tags":[439,416,443,393],"class_list":["post-7862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-nz","tag-analytics-measurement-nz","tag-customer-data-platform-nz","tag-martech-nz","tag-privacy-first-marketing-nz"],"acf":[],"yoast_head":"\nHow cookies affect your current marketing strategy<\/strong><\/h4>\n
How does this affect Marketing Attribution?<\/strong><\/h4>\n
What steps can you take to improve the situation?<\/strong><\/h4>\n
First, Communicate<\/strong><\/h4>\n
Lean into First-Party Data<\/strong><\/h4>\n
Does Your Tech Stack Up?<\/strong><\/h4>\n
For more information on how to design and implement a first-party data strategy download our whitepaper here<\/a>\u00a0or book in to speak to a member of the XPON team.<\/a><\/p>\nAbout XPON Technologies<\/h2>\n