One week ago, Google sent shockwaves across marketing teams worldwide by announcing it was rolling back its Privacy Sandbox initiative, effectively giving free reign to advertisers to use third-party cookies to track buyer behavior on websites. So, is pre-2020 marketing back? Not really.
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Google wrote an entire blog explaining their vision here. Here’s the TLDR for those of us that didn’t read it: People will get to decide whether or not they want cookies to track them. Here’s how that’ll impact marketing.
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1. Less real-time behavior tracking, more predictive behavior-analysis🔍
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Cookies, or small bits of code tracking user behaviors across the web are key to many-a-behavioral-based campaigns. With customers now opting into third-party cookies, marketers will lose a lot of key behavioral information from a large faction of customers.
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The solution? AI-based predictive behavioral tracking. Capillary, for instance, uses Aira to analyze your customers’ past purchase behaviors to accurately predict their intent based on their interaction at any communication touchpoint. Lesser dependency of real-time third-party cookie data, more time winning.
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2. Rise of multi-touchpoint interactive campaigns 🚩
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The easiest way to collect customer intent data without using third-party cookies? Create multi-touchpoint campaigns and collect click and interaction data to understand customer intent.
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For instance, you could create a multi-touch campaign with messages to increase ATV. If customers respond favorably to marketing messages, they’d be most likely to buy the product. All you need is a multi-touchpoint engagement orchestration platform to help you plan the program.
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Lucky you, Capillary helps you create multi-touchpoint interactive campaigns, across all channels, intuitive drag-and-drop UX, smart AI insights and top-notch reporting, accessible through Journeys.
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3. Incentives for intent data 🎁
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Want to make sourcing first-party customer data easier? Simply ask your customers for it. Most customers would happily fill out a survey to get exclusive incentives and perks. You just need to send a survey with relevant customer questions and attach an enticing reward to it.
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Capillary allows you to send your own or third-party survey links to your customers and attach a wide selection of incentives to it. It also helps you predict relevant rewards based on your customers’ past reward redemption behaviors with AI, allowing you to effectively source the intent data you need.
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Capillary is ready for the future of customer data collection. Need help figuring out how to navigate the new customer data landscape? Reply to this email with your concerns. Our CS team will get back to you with solutions.
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Helping you make the most of your customer data always,
Team Capillary
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