Cookie Information and Piwik PRO are Merging: Shaping the Future of Digital Marketing

Blog

Oliver Fich

06/11/2023

The merger of Cookie Information and Piwik PRO opens a new chapter for digital marketing. You can now get world-class consent management, web analytics, and a customer data platform in one integrated platform. By uniting strengths, we are now in an even stronger position to help you thrive in a privacy-first digital ecosystem.

All the data you need, in one single platform

Until now you’ve had to rely on various platforms and integrations to connect your data and inform your business decisions.

The integrated analytics platform provides complete, accurate, and compliant data, without the constraints of consent choices or third-party cookies. It also lets you bypass browser restrictions like Intelligent Tracking Prevention or ad-blockers because it maintains the highest standards of data privacy and security.

Through data anonymization, you’re able to access attribution, page performance, and user behavior data in the absence of consent – when you do have consent, you can collect the data you’re used to.

Tackle the privacy vs. personalization paradox

In a privacy-first world, marketers face a new paradox:

On one hand, consumers demand privacy

84% of consumers are concerned about the privacy of their personal data.

85% of consumers will not do business with a company they have privacy concerns about.

8 out of 10 consumers

believe the way companies use personal data is indicative of how they treat and respect them.

But they also expect personalized digital experiences

73% of consumers expect companies to understand their unique needs and expectations.

91% of consumers say they are more likely to shop with brands that provide relevant offers and recommendations.

7 out of 10 consumers

expect personalized interactions and 76% will get frustrated if they don’t find it.

Most businesses generate analytics data through third-party cookies and other tracking technologies on their websites and apps. The accuracy of this data is dependent on the user’s consent.

But while consent allows you to collect personal data, you can’t expect everyone to consent to cookies: depending on your industry, consent rates rarely exceed 70%, meaning you’re missing out on a lot of data.

The solution? Switching focus from marketing strategies using third-party cookies to a first-party data strategy that gives your business unique advantages.

Be prepared for the cookieless future

Third-party cookies have long been the foundation of digital advertising. However, due to increasing privacy and security concerns, actions have been taken in recent years to prevent third-party cookie tracking.

Apple was the first to start blocking third-party cookies in its Safari browser, quickly followed by Firefox. Google will end support for third-party cookies in 2024. Furthermore, Apple recently implemented measures that can impact tools like Google Analytics and Tag Manager.

While this causes worry among advertisers, data-driven teams have already started exploring alternatives. The data your business collects and owns – also known as first-party data – is one of them. There is an incredible amount of value to be found in first-party data, making it the future of digital marketing.

Take back control of your data

There is no better time than now to think differently and start collecting first-party data. This strategy puts you ahead of the competition, helps you build trust and stronger relationships with your customers, and gives you access to unique data points and insights that will greatly benefit your business.

When using major ad platforms like Google, Meta, and Amazon you buy access to data and consumer insights. This is how most businesses get data for their marketing optimization efforts.

On top of the imminent phasing out of third-party cookies, there are also other drawbacks to relying on data from these major platforms:

The business model of the major ad platforms relies on making their data and insights available to all. This means that you and your competitors can access the same data. Ultimately this weakens your ability to compete in the market
The data is generic, meaning it is not equally valuable to everyone – even though the cost is the same
Costs are rising due to increased competition, and you don’t own the data you pay for. This makes third-party data acquisition a potentially costly recurring expense

Your competitive edge is first-party data

First-party data is generated from your own online and offline sources, such as user interactions on your websites and apps – like form submissions, product views, and on-site search queries – or in-person events and sales calls.

First-party data lets you operate in a privacy-compliant and cost-effective way, solving some common and critical obstacles:

Lack of visibility when users opt out of cookies
The phase-out of third-party cookies
Browser restrictions like Intelligent Tracking Prevention or ad-blockers
Increased cost of advertising and reliance on third-party vendors

First-party data contains invaluable information about the customer journey, making it useful for analyzing what users do on your website and optimizing weak points.

Generating your own first-party data comes with a long list of benefits, including:

Data Ownership

With first-party data, you’re in the driver’s seat. You own, control, and have direct access to your data. This is a big plus in a world where data is gold.

Data Privacy and Compliance

There’s no middleman – you’re the sole data processor. This helps you ensure compliance with privacy regulations. Knowing exactly where and how data is being collected and used also increases transparency for your users.

Customization

Tailor-made insights are at your fingertips. First-party data can be customized to meet the unique needs of your business.

Long-term Cost Efficiency

While there might be an upfront investment, over the long haul, owning your analytics infrastructure can be more cost-effective.

Better Data Security

Your data’s security is in your hands. With fewer parties involved, there’s less chance of data mishandling or breaches.

Data Consistency

Keep your data consistent and easy to compare over time, making your analysis robust and your insights actionable.

Experience the potential of your new integrated analytics platform

Are you ready to start leveraging your first-party data? It’s never been easier to collect and combine behavioral data from across the online customer journey and generate customer insights that will truly fuel your business decisions.

Now you can get everything you need in one integrated platform. You will have best-in-class solutions at your disposal, helping you protect the privacy of the people you serve, and sustain trust-based relationships. And you can further improve your capability of balancing data privacy with marketing insights.

Future-proof your digital marketing strategy and get a competitive edge – it all starts with a conversation. Schedule yours here.