Third-party cookies are on the verge of extinction — Google plans to phase them out by 2024. In this partner webinar, Manuel Tonez (Director of Client Strategy at Bloomreach) and Robert Schumacher (Director at gateB) spoke about the impacts. They answered the most important questions and showed how companies can position themselves to be successful in a world without third-party cookies.
Missed the webinar? You can find the most important insights here.
Data backs this up. A recent study analyzed which browsers customers use to access the company website and which browsers support third-party cookies. Third-party cookies were already limited in 61% of the sessions.
In these sessions, it is not possible to re-identify customers via third-party cookies because the browsers no longer support this. Instead, all these visitors are treated as anonymous — as if they were seeing the website for the first time.
The resulting unclear picture increases the risk of making the wrong marketing decisions. Companies that have relied on third-party data for customer personalization need to take action now.
Let's go through a quick overview of the individual data sources:
There are three central reasons for discontinuing cookies. Firstly, data leaks — such as the scandal surrounding Facebook and Cambridge Analytica in 2016 — have increasingly highlighted the problem of third-party cookies in recent years. Beyond that, regulations including the General Data Protection Regulation (GDPR, 2018) and the California Consumer Privacy Act (CCPA, 2020) are tightening up the handling of data. Finally, more and more privacy functions from different market participants are making overarching tracking more difficult.
In this partner webinar, Manuel Tonez (Director of Client Strategy at Bloomreach) and Robert Schumacher (Director at gateB) talked about the impact of the cookie rollback. Missed the webinar?
In the near future, companies will need alternatives for third-party-cookie-based communication. We see two approaches to this: the third-party ID solution and the combination of first-party data and IDs in a Customer Data Platform (CDP).
The CDP approach empowers your company to take ownership of the data and process your data yourself.
CDPs are powerful tools. First and foremost, they help you:
Nevertheless, this tool has not yet reached all companies. A customer management study conducted by the Zurich University of Applied Sciences in 2022 found that 56% of respondents had not yet heard of CDPs. That said, around 53% of companies believe that they will need a CDP in the future.
Many of the processes that third-party clients have previously handled can be handled internally with a CDP. As a cookie-reading solution, the platform supports micro-opportunities in the customer journey and fully customizable customer data models along with predictions and clean consent management in real time.
Companies can use a CDP to engage customers on all channels, inspire them with good content and guide them to purchase with the right search results and product recommendations.
A personalization strategy based on zero-party data improves the customer experience through more relevant content while increasing customer trust. Using two customer examples, Manuel Tonez showed how companies with a zero-party data strategy received 75% more relevant data and achieved a 53% email open rate.
When services are relevant and customers see value in them, they are more likely to interact and share their data.
A CDP is an important building block in the future of personalization and the omnichannel experience. To realize the benefits, companies should integrate their zero-party data into their personalization strategy and align it with their data, content and marketing strategy, then clearly communicate the additional benefits to customers.
What are the steps to implementing a CDP correctly?
1) Think in terms of use cases: What are the business objectives? What can't we do today, what do we want to be able to do?
2) Activate the data: A CDP is more than just a data repository. Added value is only created when you actively use the information available in the CDP in your customer approaches.
3) Test, learn & optimize: Perfectionism isn't required at the beginning. Dare to start, then test and improve step by step.
This creates a win-win situation: customers get the personalized and relevant customer experiences they expect today. Companies achieve high relevance through granual CDP data knowledge and can offer their customers better experiences.
Robert is a pioneer in data-driven marketing with over 20 years of experience in direct marketing. A lecturer at multiple universities, he specializes in digital and data-driven strategies. Since 2015, he has led business development for intelligent customer engagement at gateB, helping companies leverage data to enhance customer relationships, optimize experiences, and drive profitability.
Customer Intelligence
gateB AG
Sennweidstrasse 35
6312 Steinhausen
Switzerland
Robert is a pioneer in data-driven marketing with over 20 years of experience in direct marketing. A lecturer at multiple universities, he specializes in digital and data-driven strategies. Since 2015, he has led business development for intelligent customer engagement at gateB, helping companies leverage data to enhance customer relationships, optimize experiences, and drive profitability.
gateB AG
Sennweidstrasse 35
6312 Steinhausen
Switzerland
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gateB Consulting, Inc.
815 Hampton Drive, Unit 1B
Venice, CA, 90291
USA
gateB Consulting, Inc.
815 Hampton Drive
Venice, CA, 90291
USA
Thank you for your interest
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