In a world where the end of third-party cookies is quickly approaching, it is essential to prepare for the future of data collection in marketing. Google is on track to completely phase out third-party cookies in the second half of 2024. How can we maintain the insight and visibility that these cookies provided? The answer lies in prioritizing first party data.

By making first-party data the primary focus, we have the opportunity to truly connect with customers in a personalized way. This allows you to personalize communications on customers' preferred channels, drive engagement, increase conversions, and build long-term loyalty. Additionally, personalization can lead to a 10% increase in sales, proving its importance.

What does it take to be successful in this transition? Perceptions of behavioral experience are key. These insights enable you to create accurate customer profiles and optimize first-party data strategies. They provide deep visibility into customer interactions, including intentions, interests, pain points, and preferences.

First-party data collected through behavioral experience insights is more reliable and direct than third-party data. Additionally, they protect customer privacy, as this is data that customers expect your brand to have access to.

By leveraging behavioral insights, you can track customer engagement over time, identify emerging trends, and adapt to changing customer needs.

This allows:

– Create more personalized experiences with one-to-one communications based on the customer's shopping experience, not just their preferences.

– Better target your audience by building segments based on product intentions and interests.

– Differentiate the brand with hyper-personalized experiences that increase customer lifetime value.

– Optimize campaigns in real time for maximum impact, rather than reacting only after a campaign has concluded.

The path to personalization begins with first-party data, but it doesn't end there. Incorporating behavioral experience insights is essential to fully understanding the customer journey.

Get ready for the future of data marketing!