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- Go Cookieless, Convert >20% Anonymous Users 📈
Go Cookieless, Convert >20% Anonymous Users 📈
Post-cookie era begins now!
Pragma (formerly Logisy)
June 21, 2024
A regular dose of D2C-centric resources & tools for Growing Brands, Startups & Entrepreneurs.
Go Cookieless - Convert 20% more.
The demise of third-party cookies has left marketers scrambling for solutions to identify and engage with their audiences. Ad costs are rising, and cookies are crumbling, but there's a light at the end of the tunnel (or should we say funnel 😉): identity resolution.
Identity resolution is the process of creating a unified profile of a user by linking data from various touchpoints and sources. This process allows businesses to recognise and understand users as they interact with their brand across different channels, even without the use of third-party cookies.
We have the data from 500+ D2C brands in India, but now, we have also got a new partnership; yet to be revealed for cookieless data - to identify >20% of anonymous website traffic and more 📊📈
Future of marketing in a post-cookie era… begins now!
What share of your site visitors stay anonymous to your systems? That would be >35%.
That should be reason enough to go Cookieless.
Other factors:
1. Privacy Regulations: India's Personal Data Protection Bill, proposed regulations that will further restrict how personal data is collected and processed.
2. Browser Changes:
Safari's Intelligent Tracking Prevention (ITP): Limits the lifespan of cookies and blocks cross-site tracking.
Firefox's Enhanced Tracking Protection (ETP): Automatically blocks third-party cookies and trackers.
Google Chrome: Plans to phase out third-party cookies by 2024, following its Privacy Sandbox initiative, which aims to create web standards that enhance privacy while enabling targeted advertising.
3. Consumer Awareness: Increased awareness and concern about privacy have led users to prefer websites and services that respect their data privacy. This has pressured companies to adopt more transparent and privacy-compliant practices.
Method | Description | Benefits |
First-Party Data | Collecting data directly from interactions on your website. | More reliable data, compliance with privacy laws. |
Server-Side Tracking | Capturing user interactions directly on your server. | Less susceptible to ad blockers, improved data accuracy. |
Contextual Targeting | Serving ads/content based on the current context of the user’s session. | Relevant ads without needing personal data. |
Device Fingerprinting | Collecting information about a user’s device to create a unique identifier. | Track users without cookies, though with privacy considerations. |
Identity Graphs | Compiling data from multiple touchpoints to create unified customer profiles. | Comprehensive view of customer interactions. |
1. Identity Resolution
Identity resolution involves creating a unified profile of a user by combining data from various sources, even in the absence of cookies.
Techniques:
Identity Graphs: Combine data from multiple touchpoints to create comprehensive user profiles.
Persistent Identifiers: Use identifiers such as email addresses or phone numbers collected through voluntary submissions.
Benefits:
Comprehensive view of customer interactions
Enhanced ability to personalise experiences
Increased effectiveness of marketing efforts
Technique | Description | Benefits |
Identity Graphs | Compile data from various sources | Holistic customer profiles |
Persistent Identifiers | Use email/phone numbers as identifiers | Improved personalisation |
2. Server-Side Tracking
Definition: Tracking user interactions directly on the server instead of the client-side (browser).
Techniques:
Log Analysis: Use server logs to track page views, clicks, and other user interactions.
Server-Side Tag Managers: Implement tools like Google Tag Manager (server-side) to handle tracking and analytics without relying on client-side cookies.
Benefits:
Bypasses browser restrictions and ad blockers
Improved data accuracy
Enhanced data security
Technique | Description | Benefits |
Log Analysis | Analysing server logs for interactions | Accurate tracking without cookies |
Server-Side Tag Manager | Manage tags and tracking server-side | Reduced reliance on client-side |
3. Contextual Retargeting
Serve ads based on the context of the user’s current browsing session rather than their past behaviour.
Techniques:
Behavioural Analysis: Monitor user actions such as clicks, page views, and time spent on site to infer interests and intent.
Contextual Targeting: Serve ads or content based on the context of the current page rather than past behaviour.
Benefits:
Relevant user insights without personal data
Compliance with privacy laws
Enhanced user experience through relevant content
Example: Display ads for running shoes on sports-related websites that the user visits, even if you don’t know their previous browsing history.
Method | Description | Benefit |
Contextual Ads | Display ads relevant to the current content being viewed. | Avoids privacy issues while remaining relevant. |
In-Session Retargeting | Adjust offers and messages during the same session based on behaviour. | Capitalises on immediate interest. |
Behavioural Analysis | Track user actions to infer interests | Improved personalisation |
4. Enhance Data Collection Points
Optimise your website and digital touchpoints to encourage direct data collection. This can include offering incentives for account creation, implementing loyalty programs, and using interactive content like quizzes and polls.
Technique | Description | Benefits |
Account Creation Incentives | Offer discounts or rewards for creating accounts. | Increased direct data collection. |
Loyalty Programs | Implement programs that reward repeat purchases and engagement. | Enhanced customer retention. |
Interactive Content | Use quizzes, polls, and surveys to engage users and collect data. | Greater user engagement and insights. |
That’s the end of our talk on “Going Cookieless - Converting 20% more.”...
☕ See you on the next coffee date!
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