Cookies are an endangered species. New regulations on the collection and use of personal data are making it increasingly difficult for marketers to understand and predict the behaviour of their audience.

However, there are many solutions for navigating this new digital world without cookies. In this article, we present one of the most effective levers available to brands: first-party data.

SUMMARY

• What are cookies and why are they so important in marketing?
• Why are we heading for a world without cookies?
• What data collection practices should be favoured?
• First-party data: the best solution to the end of cookies?
• Gamification as a solution for collecting 1st party data

Cookies are information files stored in web browsers. In practical terms, they enable us to track a user’s online behaviour and provide companies with a vast amount of information. They can then use this information to personalise their customer experience or optimise their online advertising.

More specifically, there are 4 types of cookies:

• Internal cookies, which are hosted on the site and therefore do not share the information obtained with other external platforms;
• Third-party cookies (the most controversial). The latter send the data to the external platforms of online shops (in particular advertising technology solutions);
• Temporary cookies: only stored in the browser during the user’s session;
• Permanent cookies, which store information for future visits.

Cookies are therefore a valuable source of information for brands that want to analyse the behaviour of their potential customers and better understand consumer needs. They help to improve the purchasing process by providing relevant information at the right time. They can also be used to optimise online marketing campaigns by segmenting the target audience.

Users are increasingly concerned about the protection of their personal data. They are aware that they are being tracked online (particularly for retargeting purposes) and are demanding greater transparency when it comes to the collection and use of their data.

According to a recent study by Pew Research, 81% of Internet users believe that collecting their data presents more risks than benefits.

In response to user dissatisfaction, browsers have begun to delete third-party cookies.. C’est le cas de Google Chrome, mais aussi de Safari ou encore Firefox. Idem pour les applications mobiles, notamment depuis le lancement de l’iOS 14, qui a introduit une protection plus radicale des données de ses utilisateurs.

New regulatory frameworks have also been put in place to regulate or even abolish the use of cookies altogether.

• Article 5(3) of Directive 2002/58/EC lays down the principle of prior consent from the user before information can be stored on his or her device or before information already stored on the device can be accessed.
• The GDPR – General Data Protection Regulation (and in particular articles 4(11) and 7) reaffirmed the need for user consent. It specifies that this consent must be free, specific, informed and unambiguous. In addition, users must be able to withdraw their consent at any time, with the same ease with which they gave it.

For brands, data protection poses a number of challenges. It is becoming more difficult to collect data, and therefore to personalise content or even optimise advertising budgets.

To get round these obstacles, companies are turning to alternatives that no longer rely on third-party cookies. This has several advantages:

• That of owning your own data and no longer being dependent on third parties.
• Companies are more active in collecting data, which enables them to gather more authentic information. In fact, this data is shared directly and more transparently by their customers or prospects (generally in exchange for a promise of value such as personalised offers or discounts).
• Organisations are taking a more ethical and respectful approach the privacy of their users. They therefore create a relationship of trust, in which their customers are informed about the data they share, how it is used and the benefits they can derive from it.

With the arrival of the RGPD, not to mention the tightening grip of the GAFAs on the global advertising market, companies have begun to refocus on first-party and zero-party data.

This first-party data corresponds to information collected directly by advertisers and medias. This includes, for example, declarative data that is shared voluntarily by users (when they fill in a form or sign up for a service/subscription). Behavioral data collected on the advertiser’s website also falls into this category.

This data is therefore known as ‘proprietary’ data, as opposed to second or third-party data (collected and shared by third parties).

When it comes to acquiring data, companies will be concentrating on their internal databases. But also on new advertising technology solutions (particularly those powered by gamification).

Thanks to first-party data, they can continue to collect data. But above all, they will have access to more precise and effective information, whether for email automation, the sending of web notifications or the creation of social media campaigns.

By respecting consumer demands for transparency, brands increase the likelihood that their audience will provide them with more information. Their prospects and customers will have confidence in the way this data is used. For emailing, for example, first party data, shared voluntarily and demonstrating a genuine interest on the part of the user in the brand’s offer, will result in better open rates… It will therefore result in a better deliverability rate (i.e. fewer emails in the spam box).

Gamification (or playable marketing), the application of game mechanics to marketing campaigns, fits in perfectly with companies’ data collection strategies.s. Un contenu interactif et ludique est naturellement plus attrayant et engageant auprès des utilisateurs. Il est donc plus visible et génère plus d’interactions.

To take part in the game, and hope to win rewards, prospects will be more inclined to fill in a form. And therefore to share zero party data. But the game mechanics themselves can be effective levers for obtaining valuable information about your customers.

Let’s take the example of swiper mechanics which involves scrolling through images according to your preferences. It then informs brands about the buying trends and needs of its target audience. This mechanism can use this 1st party data to make personalised recommendations or segment future campaigns.

Conclusion

The end of cookies is not so much an obstacle as an opportunity for brands to change their data collection practices. 1st party data will enable them to obtain more relevant and transparent information, and therefore to create and maintain a relationship of trust with their audience. To collect first-party data, rely on gamification and discover all our different interactive advertising formats!

In the age of ‘big data’, and given the huge amount of data to which businesses now have access, it is becoming crucial for them to put in place a relevant data strategy. This is especially true in a world where data is becoming an increasingly valuable currency.

The transition to GA4 (Google Analytics 4) was already shaping up to be a colossal challenge for marketing teams. But the latest earthquake to rock the data landscape is the imminent end of third-party cookies announced by Google for July 2024.

This transition, which has already been made by Apple and Firefox, is forcing companies to rethink their customer data collection strategy and therefore their marketing campaigns. In this article, we share some practical advice and effective levers for updating your data strategy.

SUMMARY

• Why do you need a data strategy?
• The 4 key elements of a data collection strategy
• How to develop your data strategy

In a world where lead acquisition costs and the cost per click of the main advertising networks are exploding, companies are being forced to rationalise their marketing efforts. They can no longer simply sail by sight and adjust their campaigns according to their performance, a posteriori.

To invest their marketing budgets in the right channels, on the right messages and with the right audiences, they need to base each of their decisions on hard facts. And these proven facts take the form of customer data.

These include a wide variety of information, but also of formats. Il peut s’agir de données démographiques ou comportementales, de fiches contact dans une base de données CRM, d’historique de ventes ou d’échanges avec le chatbot du service client, sans oublier les commentaires sur les réseaux sociaux.

Collecting data, in sufficient quantity and of good quality, is essential for :

• Make business decisions based on tangible, verifiable evidence;
• Anticipating consumer trends and meeting consumer expectations;
• Offer more suitable products or services;
• Personalise your message and offer a better customer experience than your competitors.

The challenge of personalisation in marketing

This last point is very important to remember. It is, 74% of consumers say they are frustrated by receiving marketing messages (in the form of sponsored advertising on social networks or email campaigns) that are not tailored to their needs.

Companies that don’t adopt a personalised marketing strategy are therefore more likely to be throwing their money away (by sending the wrong message to the wrong person). But they also risk devalue their brand image by giving consumers the feeling of being spammed and increasing their advertising burn-out.

But the key to personalised marketing is to have the right tools for collecting, analysing and activating customer data.

Any good data strategy needs to answer the following question: how do you collect data, ensure it is relevant and use it effectively?

Companies must therefore adopt a multi-dimensional approach that includes :

Relevant data collection tools

69% of consumers are more willing to interact with a brand that offers games or interactive marketing campaigns with prizes to be won. Companies therefore need to diversify their data sources by making the most of gamified experiences.

These are all the more relevant in a cookieless context. En effet, le marketing interactif offre des sources de données plus fiables et RGPD friendly. Les informations collectées seront considérées comme de first-party data, i.e. data shared directly by users with their explicit consent.

A data analysis tool

Collecting data is not enough. A good data strategy also relies on the systematic and meticulous analysis of this information.

The tool chosen by the company should preferably offer a visual representation. Data visualisation will enable all teams, even those least at ease with data, to draw relevant conclusions in terms of marketing strategy.

Identifying the right frequency to collect data

Brands need to be able to rely on relevant, regularly updated data. However, it is also crucial not to put too much pressure on users. Today’s users are more concerned about protecting their personal data.

To strike the right balance, brands can not only rely on relevant incentives to share data (such as the prizes in a marketing competition, for example). But they will also need to establish a marketing calendar to ensure that their various campaigns are sufficiently spaced out.

A data activation strategy

As already mentioned, a good data strategy should above all help the company to make better decisions. It will be used primarily to optimise its marketing efforts, in particular by delivering a personalised message to each customer and prospect.

A solution like Adictiz makes the most of the data collected. For example, companies can use it to segment their target audience, then send automated emails and personalised offers.

Now let’s get practical. Here are the 3 essential steps to develop a solid data strategy.

1. Define your objectives

Data collection can enable brands to optimise every stage of the conversion funnel. However, it is crucial to identify those that are the most strategic for the company, so that efforts can be focused in the right place.

A brand that has just launched, for example, could focus on lead generation. A company with a low repeat purchase rate, on the other hand, should concentrate its efforts on providing personalised offers to build customer loyalty.

2. Create targeted collection campaigns

Depending on the objectives set and the audience, the company can then run targeted campaigns. The key is to diversify sources, using a mix of :

• digital: via competitions on social networks, as well as post-purchase satisfaction surveys by email;
• and retail: via interactive terminals or in-store events, for example.

3. Test, analyse and optimise

A good data strategy serves all stages of the customer journey, from identifying new leads to conversion levers, not forgetting post-purchase loyalty. To measure the quality of your data and the relevance of the marketing decisions you make on the basis of it, AB testing is crucial.

Defining relevant KPIs will make it easier to analyse the performance of each collection scenario. These metrics must, of course, be aligned with the objectives chosen for the data marketing campaign.

The company can then put in place a virtuous loop consisting of :

• testing new strategies,
• analyse their results,
• and continuously improve its data collection process.

Adictiz supports you at every stage of your data strategy. From creating and distributing collection scenarios to analysing and activating your customer data, find out more about our all-in-one Playable marketing solution.