6 data collection tactics for marketing in the cookieless future

The finish of the third-party cookie doesn’t must be the finish of getting good, helpful data. Here are six tactics entrepreneurs can use with first-party and zero-party data to maintain marketing automation packages working.

Dig deeper: Marketers ought to care about shopper privateness

First-party vs. third-party data

The very first thing to know is that first-party cookies, positioned in a restricted variety of digital touchpoints, may be an essential supply of data and tackle privateness issues.

“Currently third-party cookies are blocked by most major browsers, and they’re actually coming to the end of their lifespan by the end of 2022, moving into 2023, as Google has just recently announced that it will no longer be providing third-party cookie support for their Chrome web browsers,” mentioned Jim Thao, marketing automation supervisor for Lively Inc., at The MarTech Conference.

“Third-party cookie data is really easy to collect, but the [negative] to this is that it is really easy to share across domains, which brings forth a lot of privacy concerns regarding where that data is being shared,” Thao mentioned.

“First-party cookies are currently supported by all browsers,” he mentioned. “And they’re future-proof in the sense that they’re executed and implemented directly by the publishers onto the organization’s domain.”

An instance of a first-party cookie is Marketo Munchkin, which Thao describes as “a script that’s provided to the customer and consumer to place directly on their web in order to track activity and engagement.”

The data ensuing from first-party cookies, though not as simple to gather, can improve personalization and streamline internet experiences for prospects.

3 first-party data tactics

Audience segmentation. First-party cookies can acquire data when a buyer engages with a model’s digital properties. For occasion, they’ll acquire location data immediately from leads both on an internet site or by guide inputs into the firm’s database.

This data can be utilized to execute lead routing based mostly on location, by way of auto-assignment guidelines on the again finish. One instance: An attire firm can use the data to robotically promote sweatshirts and knit caps in colder climates and tank tops in hotter ones.

Email personalization. First-party data may be collected by varieties prospects fill in, by emails they ship to the firm or by way of different guide inputs.

Dig deeper: Why we care about e mail marketing

Gated content material. Content entrepreneurs get first-party data from varieties crammed out by prospects to entry gated supplies. Customers usually tend to share data after they really feel they’re getting one thing priceless in trade. But the trade shouldn’t finish there.

Marketers ought to use that data to acknowledge these prospects and take down the gates to entry extra content material. That approach, the prospects gained’t be turned off by filling out the identical varieties again and again.

3 tactics for zero-party data

Zero-party data is just like first-party data in that it’s extremely correct and dependable. Collecting zero-party is a extra concerned course of, however it’s price the effort.

“The largest difference between zero-party data and first-party data is that this data is willfully and freely provided by the customer,” mentioned Thao. “And in my experience with using zero-party data strategies, it really requires a communication loop which consists of a question, an answer and, a lot of times, responses back and forth.”

Quiz or recreation. Use a quiz, recreation or interactive questionnaire the place customers present info. Offering a reward like a coupon code or different form of low cost makes this a transparent worth trade.

Customer satisfaction surveys. Many prospects reply properly after they really feel like they’ve a task in contributing to their expertise together with your firm. That’s why buyer satisfaction surveys are such supply of zero-party data. And, despite the fact that surveys are an idea with a protracted historical past in marketing, they are often administered at a selected time that is smart throughout the buyer interplay.

Dig deeper: Brands must leverage buyer content material now

Product suggestions. Similarly, prospects could also be keen to supply data when ask for product suggestions after a purchase order. Inviting them to put in writing a overview or fill in a survey can empower the buyer and makes them really feel like a part of a neighborhood, particularly if they’ll share the overview.

“What we can do here as marketers is offer a platform and a process that allows users to provide feedback,” mentioned Thao. “It provides that feedback loop regarding products and services and also allows them to engage with the community and get support that way.”

When prospects are extra concerned in the course of, your marketing automation program will profit from higher data.

Get MarTech! Daily. Free. In your inbox.

About The Author

Chris Wood

Chris Wood attracts on over 15 years of reporting expertise as a B2B editor and journalist. At DMN, he served as affiliate editor, providing authentic evaluation on the evolving marketing tech panorama. He has interviewed leaders in tech and coverage, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the nation’s first federal CIO. He is very in how new applied sciences, together with voice and blockchain, are disrupting the marketing world as we all know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in business trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has additionally written for KIRKUS, and contributes fiction, criticism and poetry to a number of main guide blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.