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How To Harness First-Party Data & Win In A Cookieless Future

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2 years ago

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How prepared is your organization for the imminent loss of third-party data?

Are you ready for first-party data to take center stage in your marketing strategy?

Maybe you’re feeling unsure of how to use first-party data?

While cookies going away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with high-converting, personalized experiences.

On April 27, I moderated a webinar with Vishal Maru, Vice President of Digital Solutions at iQuanti. He explained how enterprises could embrace the power of first-party data and better connect with their customers.

Here is a summary of the webinar. To access the entire presentation, complete the form.

How Advertisers Will Be Affected

The changing privacy landscape has a dramatic impact on the digital marketing ecosystem and is caused by:

  • A change in customer mindset.
  • Privacy regulations, such as GDPR, CCPA, etc.
  • Privacy changes from key players, such as Google & Apple.

[See the full impact of privacy changes] Instantly access the webinar →

What This Means For Advertisers

The reduction and removal of third-party data has the potential to cause:

  • Ineffective targeting.
  • Challenges with measurement & attribution.
  • An inability to track reach and frequency.

These all lead to lower campaign efficiencies, lower advertising ROI, and scale limits.

Why First-Party Data?

First-party data is the only sure solution during these uncertain privacy changes, in terms of:

  • Accuracy.
  • Relevancy.
  • Availability.
  • Cost-effectiveness.

[Learn how first-party data can still provide incredible value] Instantly access the webinar →

How To Leverage First-Party Data Effectively

The great news is that first-party data already exists within your organization and marketing database.

The key is understanding how to locate, use, and implement your owned data:

  1. Segment.
  2. Actively increase ways to build first-party data.
  3. Optimize for profitability.
  4. Create partnerships to leverage second-party data.
  5. Personalize.
  6. Gather consent.

Key Components For Building A Strong First-Party Data Strategy

  1. Build a robust first-party data and MarTech infrastructure.
  2. Effectively leverage first-party data for digital activation.
  3. Effectively leverage first-party data for measurement and attribution.

[Learn exactly how publishers & retail segments are doing this] Instantly access the webinar →

How To Build A Roadmap For Implementation

Organizations face challenges with effectively leveraging first-party data for digital marketing.

These challenges are:

  • Organizational & data silos.
  • Lack of in-house capabilities.
  • Lack of effective full-funnel activation strategy.

Steps To Overcoming Challenges & Building A Roadmap

Step 1: Build a first-party data strategy.

  • Break organizational and data silos.
  • Come together to build a first-party data strategy (including identifying all data sources, data cleaning, mapping across the customer journey, and opportunities for building data).

Step 2: Invest in a robust infrastructure.

  • Use onboarding platforms – CDP, CMP, ID Resolution, personalization, GMP, etc.
  • Build a connected infrastructure.

Step 3: Build or augment capabilities.

  • Utilize data science, advanced analytics, and platform-specific (CDP, personalization, etc.) capabilities.
  • Augment resources.

Step 4: Activate first-party data effectively.

  • Segment for prioritization & personalization.
  • Take a full-funnel approach.
  • Leverage AI/ML for an advanced strategy (for example, predictive audiences).

[Find out how to get a first-party data self-assessment] Instantly access the webinar →

[Slides] How To Harness First-Party Data & Win In A Cookieless Future

Here’s the presentation:

How To Harness First-Party Data & Win In A Cookieless Future from Search Engine Journal

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Google’s AI Overviews Avoid Political Content, New Data Shows

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18 hours ago

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October 6, 2024

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Google's AI Overviews Avoid Political Content, New Data Shows

Study reveals Google’s cautious approach to AI-generated content in sensitive search results, varying across health, finance, legal, and political topics.

  • Google shows AI Overviews for 50% of YMYL topics, with legal queries triggering them most often.
  • Health and finance AI Overviews frequently include disclaimers urging users to consult professionals.
  • Google avoids generating AI Overviews for sensitive topics like mental health, elections, and specific medications.

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Executive Director Of WordPress Resigns

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2 days ago

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October 5, 2024

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WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as  positive economic force as well as the importance of strong opinions that are “loosely  held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work  there.

Read the official announcement:

Thank you, WordPress

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8% Of Automattic Employees Choose To Resign

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October 5, 2024

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8% Of Automattic Employees Choose To Resign

WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.

Reactions Of Automattic Employees

Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.

One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.

He shared:

“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.

I’m going to spend the next month taking a break, getting married, and visiting family in Australia.

I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”

Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.

She tweeted:

“Today was my last day at Automattic.

I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”

Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.

Mullenweg himself was bittersweet to see those employees go, writing in a blog post:

“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.

However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”

Read the entire announcement on Mullenweg’s blog:

Automattic Alignment

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