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Advertisers Are Prioritizing First-Party Data - Digital Media Solutions

Advertisers Are Prioritizing First-Party Data - Digital Media Solutions | The Marteq Alert | Scoop.it
According to the IAB 2021 Marketplace Outlook, “41% of media buyers do not know if their stakeholders have a clear understanding of the implications they will face once cookies and identifiers are terminated/blocked.” The need for quality first-party data will be the story for advertisers this year. As certain kinds of third-party identifiers are sunsetted, and consumers demand more accountability with their data and more personalized connections, advertisers need to be prepared. The IAB found that buyers are mixed in their understanding of how the loss of cookies might impact them, and many advertisers are partnering with external and internal partners in order to deal with privacy and data changes. 

The good news is that prioritizing first-party data gives digital advertisers better opportunities to accurately segment and target audiences, avoid privacy issues and give consumers more of what they want. Leveraging first-party data to target and engage users effectively is the best way brands can prepare for an increasingly cookieless future.
CYDigital/marteq.io's insight:

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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Beyond Surveys: Finding the Right Balance Among Your Customer Feedback Sources | CustomerThink

Beyond Surveys: Finding the Right Balance Among Your Customer Feedback Sources | CustomerThink | The Marteq Alert | Scoop.it

Common Missteps when Collecting and Analyzing Customer Feedback

  • Assuming surveys are all you need to capture the voice of the customer. 
  • Not applying the right mix of the different sources of customer feedback. 
  • Not understanding how the sources can be used collectively to find value in data. 
  • Thinking that one size fits all. 

 

How to Find the Right Mix of Customer Feedback

  • Step 1: Understand where your customers are going to get the information they need and then understand why they keep coming back.
  • Step 2: Understand that the three sources of customer feedback are ingredients that work together.
  • Step 3: Test and refine your approach.
CYDigital/marteq.io's insight:

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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How The New York Times Is Adapting to Life Without Third-Party Cookies - AdWeek

How The New York Times Is Adapting to Life Without Third-Party Cookies - AdWeek | The Marteq Alert | Scoop.it
Moving to a first-party data model is an expensive undertaking. How can smaller publishers expect to do something like this?

For the smaller publisher, what I would say is that generally over the last 20 years, as far as I have researched, we have been relying a lot on external capabilities and vendors coming in and providing solutions. One way or the other, things have not worked for quite [a long time]. Ultimately you have to replace it or do something else, or maybe figure out a new solution.

So maybe it’s time for people to bring in some of that expertise in-house and start focusing on how you can understand your content, understand your audience better, build capabilities to be able to just make the ad serving work. … If you have more control, you’re prepared for these big changes better, rather than just keep scrambling around different vendor solutions.
CYDigital/marteq.io's insight:

Start with zero party data (not first party data). Far easier, far more impactful.

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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A Gold Rush for First-Party Data as Marketers Get Closer To a Cookieless Future: New Data From IAB | Toolbox Marketing

A Gold Rush for First-Party Data as Marketers Get Closer To a Cookieless Future: New Data From IAB | Toolbox Marketing | The Marteq Alert | Scoop.it
Interactive Advertising Bureau (IAB) published the findings of its 2021 Marketplace Outlook Survey, which shows that buyers are optimistic about the next year despite the dramatic changes expected in the Adtech ecosystem. With third-party cookies being phased out, advertisers need better first-party data.

The good news, however, is that marketers expect budgets to open up in 2021, following a year marked by budget cuts. Digital spend is expected to increase by 14%, while traditional media spend is set to witness a decrease of 5%. Clearly, digital ad spends will drive the Adtech industry forward in 2021. This trend is underscored by IAB’s previous surveys that found advertising executives stating that ad spends in the U.S. will grow by 6%.

While ad buyers brace for the loss of third-party cookies, they are yet to comprehend the scale at which their existing capabilities will be limited. Retargeting, segmentation, and attribution approaches will undergo a massive shift. 41% of buyers stated that they are not sure if stakeholders understand the new landscape. 37% of buyers also report not having enough first-party data, and 28% are concerned about overspending as they adapt to cross-platform management.
CYDigital/marteq.io's insight:

Combine this with the forecast from Forrester that zero-party data will be used by 25% of CMOs, and you've got a rush for data as marketers rush away from third party data.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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How does your first-party data garden grow? - Data-driven marketing - CMO Australia

How does your first-party data garden grow? - Data-driven marketing - CMO Australia | The Marteq Alert | Scoop.it
One of the most valuable aspects of first-party data is exclusivity – it’s the data you collect and control. It’s also the data you create and grow yourself. Put another way, it’s the produce you grow in your garden.  

It’s not second-party data that you get from partners, which is like buying produce directly from someone else’s farm. And it’s not third-party data that is aggregated from data vendors or brokers, which is like buying produce from a grocery store. Any of your competitors can buy this come-one-come-all data, so it doesn’t provide a data advantage.  

Marketers who are committed to being transparent, compliant and building trust with consumers can no longer rely solely on data providers for rich sources of consumer data. That means marketers must begin to sow the right seeds, nurture and harvest their own gardens of first-party consumer data to avoid being confined to the same sources used by their competitors.   
CYDigital/marteq.io's insight:

First party data is still inferior to zero party data, the most important source of data available to your organization.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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Marketers Can Deliver on Privacy Without Compromising on Performance - MarTech Series

Marketers Can Deliver on Privacy Without Compromising on Performance - MarTech Series | The Marteq Alert | Scoop.it
When consumers visit and engage with content on a publisher’s properties they are establishing and consenting to a first-party relationship with that publisher. First-party publisher device graphs also happen to be the most effective mechanism for attributing conversions, and they don’t require any cookie syncing or sharing identity with third parties. It is what publishers have always done, attribution measurement on their own inventory.

CYDigital/marteq.io's insight:

This is exactly what is wrong with the notion of data ownership: there is no bona fide consent where the consumer is actively and willingly giving up their data. 

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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Working to build consumer trust and collect data with value - Intelligent CIO

Working to build consumer trust and collect data with value - Intelligent CIO | The Marteq Alert | Scoop.it
According to the Australian Community Attitudes to Privacy Survey 2020, seven in 10 respondents nominated privacy as a major concern for them. 87% also wanted more control and choice over the collection and use of their personal information. Additionally, more than half of us (52%) state that companies are generally impersonal and feel a wide gap between expectations and delivery.

So how do brands futureproof themselves for a post-third-party world? By way of first-party data. First-party data is a collection of events and information collected directly from customers, by your brand, based on what they’re doing and how they engage with your product, app and website. It’s data that’s given with consent and is more accurate than third-party data sources. It’s the data your audience is giving directly to you. This gives you the power to analyze how consumers interact with your brand so you can improve the experience you’re providing, both holistically and individually.
CYDigital/marteq.io's insight:

Aussie-based, and applicable to the state-side. But first party data is still inferior: you need to look at zero party data.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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7 Ways to Successfully Migrate From Third-Party Data - CMSwire

7 Ways to Successfully Migrate From Third-Party Data - CMSwire | The Marteq Alert | Scoop.it
1. Consider Software for First-Party Data
2. Keep Scale in Mind: To get the maximum benefit out of first-party data, maximize its scalability.
3. Prioritize Use Cases: identifying and prioritizing the use cases that a company plans to deploy to make intelligent, strategic use of that first-party data.
4. Improve Content Alignment With Target Market
5. Use the Right Technology Architecture
6. Control and Centralize Data
7. Human Enablement: Human enablement involves making sure that the organization is actually prepared from a skills and workflows standpoint to deploy use cases and technology effectively.
CYDigital/marteq.io's insight:

NOPE! Consider software for Zero-Party Data! Why invest in an inferior source of data when the far better choice is available...right now?

 

Hint: that's what we do!

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Can the publishing industry’s future grow with first-party data? - AdNews

Can the publishing industry’s future grow with first-party data? - AdNews | The Marteq Alert | Scoop.it
Many publishers have an audience strategy but continue to rely heavily on third-party cookies, which will continue to be disrupted by external forces, such as Intelligent Tracking Prevention (ITP), browser privacy updates and new privacy regulations (e.g. GDPR or CCPA). As third-party cookies disappear from the digital ecosystem, publishers need robust first-party data strategies to maintain a competitive market position. There is a clear necessity for attention to be shifted towards a first-party data strategy. Coupled with this shift, is the requirement for publishers to adopt a strategy focused on growing its first-party cookie loyalty base by adapting content strategies to suit the need of a “brand lover” rather than a casual reader (meaning reducing reliance on common industry metrics like monthly active users). This control over data allows for a reorientation and alignment in business strategy and cross functionality of teams.

CYDigital/marteq.io's insight:

We've considered marketing our Marteq platform (that delivers extended zero party data to marketers) to the publisher marketplace, but that would negate the opportunity for marketers to build that deeper level of engagement with their consumers.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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CPG marketers roll the dice on new experiments amid data upheaval - MarketingDive

CPG marketers roll the dice on new experiments amid data upheaval - MarketingDive | The Marteq Alert | Scoop.it
According to Josh Blacksmith, Kimberly-Clark's senior director of global consumer relationships and engagement: "If you earn a consumer's trust, you earn the right to actually be seen in an inbox as opposed to being one of a million messages to just get excused as spam. The first place is definitely getting our first-party data house in order." 

Speaking at Advertising Week in October, Blacksmith detailed how Kimberly-Clark is expanding its approach to promotions past traditional economic incentives, such as coupons, to spotlight deeper brand values like utility, community and exclusivity. To make those connections with consumers, the marketer is striving to lessen its dependence on paid media to drive engagement, while leveraging more owned and shared media experiences to accomplish those goals.

Just as a chapter closes on third-party data, other tactics could see opportunities start to emerge. An important factor for marketers in the CPG space and elsewhere is to not wait for a single, comprehensive replacement to something as ubiquitous as cookies, experts said.

Kimberly-Clark is exploring several areas more closely, including second-party data relationships with publishers and leveraging those in tandem with audience-based targeting, according to Blacksmith. The marketer is also ramping up investments in personalization, he said, while trying to steer clear of pitfalls like leaning in too far on one-to-one marketing, which has previously disappointed CPGs.
CYDigital/marteq.io's insight:

A D2C approach for CPGs may or may not be warranted, but a D2C relationship built on trust and transparency is absolutely a game changer.

 

And that's where we come into play: we directly bridge the consumer and the brand so that the brand has the opportunity to permit the consumer to engage based on trust! See our solution!

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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The rise of first-party data - Marketing Mag

The rise of first-party data - Marketing Mag | The Marteq Alert | Scoop.it
The advantage of third-party data is its large volume and wide scope, but it’s not exclusive and anyone can get hold of it. It’s also impossible to know whether the right audience has been captured, as consumers who once clicked on a skincare product as a one-time purchase may no longer be interested in such products anymore.

First-party data comes from consumers interacting directly with a brand. It helps enrich previously collected identity data, and is what a publisher can understand about its users based on their behaviour, such as details of what content has been read, and a name or email address if one has been provided. While it doesn’t have the size and scale to match third-party data, it’s generally considered to be more valuable because of its relevance and reliability.

So, while it’s clear that first-party data provides the best opportunity for marketers, the challenge ahead is two-fold. How do you grow your first-party data pool while at the same time enriching the data in order to better understand your audience? First-party data is important but it doesn’t tell the whole story. Even if a customer is willing to share their name, age, gender and location, the depth of this knowledge is limited.
CYDigital/marteq.io's insight:

Don't call it enhancing first party data, but replacing first party data with zero party data: data that is volunteered directly by the consumer to you in exchange for a digital reward. 

 

Then add to that all online behavior stemming from interaction with your brand AND OTHER BRANDS, and that's the power of extended zero party data. Let us show you.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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How The Telegraph Is Building a Future Free From Third-Party Cookies - AdWeek

How The Telegraph Is Building a Future Free From Third-Party Cookies - AdWeek | The Marteq Alert | Scoop.it
The Telegraph has been building up its first-party data trove since introducing its subscriber-first strategy in 2017. In October, it had 525,000 print and digital subscribers, plus 6.8 million registered users (who can access several articles a week in exchange for an email address), nearing its goal of 1 million subscribers and 10 million registrants by 2023.

With Unity, ad buyers can use their own first-party data pools to locate and match audiences. Using secure data clean rooms called bunkers from tech platform InfoSum, marketers can only target The Telegraph audience that overlaps with the marketers’ own databases. These types of second-party data deals have been gaining steam now that there are more reliable ways to guarantee against the leakage of valuable data.

Third-party cookies have a limited shelf life, and publishers like The Washington Post, Insider and Vice are exploring a future without them. Ad buyers can still target audiences using cookie-based identifiers, but they are becoming less effective as web browser makers increase opacity to protect user privacy.
CYDigital/marteq.io's insight:

The publishers collects a boatload of first party data on its consumers, and correlates the data with the advertiser's first party data to derive targeting. Yet it's still short of direct delivery of data from consumers to advertisers. It's a step up, but still not nearly as powerful as extended zero party data.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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What advertisers and publishers need to know to survive the shifting digital landscape - MarketingDive

What advertisers and publishers need to know to survive the shifting digital landscape - MarketingDive | The Marteq Alert | Scoop.it
One of the first things publishers should explore is building up their first-party data. Having a robust bank of first-party data offers several advantages to publishers. First, it allows them to own the direct relationship with their readers, an advantage they don't have when using a programmatic advertising platform such as a demand side platform (DSP). It also provides publishers with an "opted-in" audience, ripe for targeting. This is important in a world where privacy regulations are continually evolving and requiring more consent.

Publishers will also own the first-party data attributes, which can be a unique selling proposition in the marketplace. Finally, owning the data will enable publishers to either personalize content or make content recommendations based on that data.

Advertisers should look to build their first-party data as well. Especially if third-party cookies and mobile identifiers go away, direct matching with advertisers will become more important. If the advertiser is able to build their first-party audiences and customer data platform, they are in a better position to match data with publications that have also built a large registration database.
CYDigital/marteq.io's insight:

Sure, build the first party data asset. But you're shortchanging yourself by not adopting the better path via extended zero party data.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Martech Platform Epsilon is Being Transformed by Publicis Groupe - Martech Cube

Martech Platform Epsilon is Being Transformed by Publicis Groupe - Martech Cube | The Marteq Alert | Scoop.it
Helping clients build first-party data and take back control of their customer relationships Building on a fast integration within the Groupe to create the product suite Epsilon PeopleCloud, already embedded in over half of Publicis Groupe's top 30 accounts Uniquely positioned for a cookie-less world with CORE ID, the industry's most stable and accurate identity offering, leveraging more than 200 million profiles
CYDigital/marteq.io's insight:

But it's not zero party data, and that's the real solution in the age of data privacy.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Gartner Identifies Four Personalization Tactics to Help Marketers Navigate the Current Recessionary Environment - WebWire

Gartner Identifies Four Personalization Tactics to Help Marketers Navigate the Current Recessionary Environment - WebWire | The Marteq Alert | Scoop.it
Gartner tracked and analyzed over 1,000 brands for personalization trends and identified four key findings that marketers should keep in mind as they refocus their efforts on first-party data:

Capture meaningful data at sign-up – Marketers should consider segmenting their customers through newsletter sign-ups by offering content preferences, a practice that brands in the pharmaceutical industry often excel at.
Gather and utilize explicit data after login – Account sign-up usually leaves brands with limited immediate data points for personalization, however, the post-login account customization stage can help brands collect richer information about their customers. 
Personalize at scale with implicit data – Prioritize the incorporation of data sourced from session behavior to personalize sites for account and non-account holders at scale. 
Leverage account data to target via email – Brand marketers must extend their site personalization approach to email, leaning on the implicit and explicit data gathered to send targeted communications. 
CYDigital/marteq.io's insight:

Go beyond the mundane first party data, and dig into the wealth of opportunities from zero party data.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Piano and Digiday Announce Findings from the State of Direct Brand Engagement - MarTech Series

Piano and Digiday Announce Findings from the State of Direct Brand Engagement - MarTech Series | The Marteq Alert | Scoop.it

"The survey found that while some marketers are proactively making the switch to post-cookie data strategies, the majority are still relying on third-party data, and many need new resources and content to help them create the authentic relationships that produce first-party data.

  • 50 percent expect to be more reliant on first-party data in the coming year, and 49 percent will use more zero-party data
  • While 50 percent are using newsletter sign-ups to boost engagement, 29 percent are exploring a subscription offering
  • 52 percent saw difficulty in creating content that appeals to their audience as a roadblock to improving direct engagement.
  • 78 percent said they will adapt to using other types of data, but don’t need to make any changes yet, putting them at risk of missing Google’s 2022 deadline for cookie deprecation.

 

You can find the study here: https://info.piano.io/state-of-direct-brand-engagement"

CYDigital/marteq.io's insight:

The path to no cookies and adherence to data privacy legislation is paved with zero party data.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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First-Party Data Strategy: Gateway to an Enriched Marketing - Insider

First-Party Data Strategy: Gateway to an Enriched Marketing - Insider | The Marteq Alert | Scoop.it

"A First-Party Data Limbo for Data-driven Marketers

Marketers can face several challenges as they maximize the value of their data, especially first-party data: 

  1. No data strategy in place – How do you identify all your data sources and what data points across a customer journey are you collecting and mapping them from? 
  2. Connecting data across channels – How do you put all the data collected from the web, mobile apps, CRM, email, point-of-sale, beacons together, to create a complete picture of your customer?
  3. Unifying data and identity – How do you link fragmented data to build unified customer profiles and create a comprehensive view of each customer? 
  4. Taking action in real-time – How do you take advantage of your customer’s interests and behaviors? "
CYDigital/marteq.io's insight:

Excellent article on how to implement a First Party Data strategy, albeit inferior to a Zero Party Data strategy. Look: if you're going to go through the extreme effort to adopt a First Party Data strategy, look to Zero Party Data first (contact me: joe@marteq.io). One thing is clear: get off the Third Party Data train (to nowhere).

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Scaling ad revenue growth with first-party data expertise - ClickZ

Scaling ad revenue growth with first-party data expertise - ClickZ | The Marteq Alert | Scoop.it
  • With third-party cookies soon making their exit, many in the industry are working to get ahead of the potentially detrimental impact to ad revenue.
  • First-party data will be a publisher’s ticket to thriving in a post-cookie world, which is why deliberate steps must be taken to start taking ownership of said data.
  • Starting an email newsletter, diversifying subscription plans or launching a free membership model are easy ways to put a plan for first-party data expertise in motion, experimenting to see what delivers results.
CYDigital/marteq.io's insight:

As good as first party data is, zero party data is significantly better, and a failsafe way to accelerate digital marketing efforts.

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

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4 Overlooked Areas to Guide Your Marketing Technology Decision - CMSwire

4 Overlooked Areas to Guide Your Marketing Technology Decision - CMSwire | The Marteq Alert | Scoop.it
Assessing the efficiency and value of marketing technology means understanding how it will fundamentally change the nature of a marketer’s job, and in turn, help them transform customer relationships. Here are four critical, yet often overlooked areas to consider:

1. The Proximity of Data to Customer-Facing Engagement: As the business group closest to customers as they engage with the brand, marketers need tools that provide them with direct and immediate access to unified and actionable first-party data. In other words, they need their own 'single customer view' deliberately designed for marketing purposes.

2. Ability to Eliminate Inefficiencies and Dependencies to Increase Time-to-Market: Access to real-time, comprehensive and always-accurate customer data, when granted, unquestionably improves marketing performance.

3. The Time and Effort to Get From Insight to Action: Give marketers the data they need in the form and time in which they need it, so they can spend more time on the art and marrying the two together.

4. Increased Business Agility and Resilience: The year 2020 emphatically reminded company leaders everywhere of the unpredictability of the world and the difference it makes to have teams and tools that allow for flexibility and speed in response to market changes. 
CYDigital/marteq.io's insight:

The proximity of data to customer-facing engagement! And first party data is not nearly as effective as enhanced zero party data, where the consumer provides a complete digital story from all online activities!

 

marteq.io is the peak of personalization, based on the consumer's full digital story. Learn more: https://www.marteq.io #martech #marketing

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