The truth about first-party data strategy

Explore the future of marketing measurement ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ [View as webpage]( [ Image ] Think at a Glance Think at a Glance Debunking measurement myths Debunking measurement myths INSIGHTS & TRENDS Separating fact from fiction to move your measurement forward Targeted advertisements work because they increase the likelihood of interest from the audience receiving them. In fact, according to new research from Boston Consulting Group (BCG) and Google, two-thirds of consumers want relevant ads. But relevance comes with a catch. It requires advertisers to have some idea of who the recipient is, which requires data collection. And that raises concerns about privacy. The BCG/Google study also found that nearly half of the same consumers surveyed were uncomfortable sharing their data for the purpose of receiving personalized ads. Governments are paying attention, and Gartner predicts that by 2023, 65% of the world’s population will have personal data covered by privacy laws, up from just 10% in 2020. That would leave marketers between a proverbial rock and a hard place, except there’s a relatively simple solution — first-party data — that allows individuals who want to trade data for relevance to do so while allowing those who don’t to opt out. But like all new things, first-party data is subject to a few common misconceptions. Here are three of the most persistent false impressions people have about the first-party data future. Myth #1: Cookie deprecation will disrupt website tags As third-party cookies and other identifiers are deprecated, accurate measurement will thereafter hinge on building a tagging infrastructure designed for first-party cookies and new attribution capabilities provided by browsers. Christophe Combette, group product manager at Google Ads, recommends adopting a tagging solution that’s easy to use and durable enough to evolve with industry changes. Solutions such as the global site tag (gtag.js) or Google Tag Manager and its integrations can provide accurate measurement and improve conversion modeling and bidding. Myth #2: Accurate measurement relies on third-party data A first-party data strategy can adhere to customer privacy preferences while also providing helpful insights. By creating a meaningful two-way value exchange between your brand and customers, you can offer curated recommendations, deals, or other special offerings in exchange for access to customer data across your website, app, and offline channels. More importantly, with the right tools and permissions in place, first-party data can also deliver actionable insights that are particularly unique to your business and customer interactions. Myth #3: Protecting privacy and driving business results are mutually exclusive Some advertisers fear they’ll begin seeing measurement gaps that disrupt their reporting and hurt downstream optimization. That’s where machine learning comes in. Machine learning can analyze your data to identify trends, correlations, and other insights. In digital advertising, privacy-safe machine-learning techniques can enhance your campaign reporting and provide a more accurate view of the customer journey. While a future without third-party cookies is unnerving to some advertisers, the truth is with some planning and ingenuity, you can build a strong measurement foundation that actually leads to stronger relationships between your brand and your customers — all while continuing to hit your performance metrics. [Read more]() DATA FEED After moving to Google Analytics 4, Gymshark, a U.K. fitness apparel and accessories brand, has seen faster access to insights and 30% improvement in time spent on a user’s journey analysis when compared to other analytic platforms. 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