Recent developments in digital marketing have brought new challenges to the quality and accuracy of the insights a business is collecting when using third-party sources. The accuracy of the data is highly dependent on external factors, such as third-party cookies (which are being phased out in 2024), regulations that impact how one should gather user consent (such as the recent Digital Markets Act) and browser restrictions (such as ITP).
In order to stay competitive in this new digital world, it’s time to look for alternative ways of gathering insights, which are less reliant on third-parties. Start leveraging your own first-party data and get complete and accurate insights. All while respecting the highest standards of privacy. How is this possible? Through data anonymization.
When users say ‘no’ to cookies, you can still get valuable information about their behavior on your website, how they engage with your content, and whether they convert or not – just in an anonymized form instead. This is a substantial benefit, and it equips you to make better-informed business decisions and properly evaluate the impact of your marketing initiatives.
Switching to a privacy-by-design analytics tool does not mean you need to compromise the performance of your marketing campaigns. You have direct access to a fully compliant Tag Manager that works in ways you’re familiar with. You have full control over the data you’re collecting and you can easily make sure that the tags only fire when the appropriate consent is in place.
On top of that you also get access to a Customer Data Platform. This allows you to create relevant audiences and activate them across your marketing channels. You can integrate data from anywhere, use the platform to segment based on behavior (even real-time customer interactions), and make good use of these segments, ensuring you are reaching the right people at the right time.
You can continue using Google Products (like Google Ads, Google Search Console), automation tools (such as Zapier), and your preferred CMS (e.g. WordPress, Wix, or Squarespace).
An analytics platform that helps you leverage your first-party data (the data you own and don’t share with anybody else) can help you get unique and accurate insights into your customer journey, without the potential privacy risks associated with third-party data.