You are a digital activation manager. You want to reach your KPIs by adding 500 thousand people’s personal data to your CRM with minimal cost.
Marketing plans have relied on digital targeting and retargeting by using third-party cookie data from Google’s Chrome browser. However, you will not be able to do this as you did before; here is why:
Google Will End Its Partnership with the Cookie Monster
Initially planned for 2022, Google announced it would drop using third-party cookies for marketers in 2023, following Safari and Firefox. Google’s ban is expected to have a significant impact on marketers due to its massive 65% global market share and ad revenue of 146,9 Billion US dollars as of 2020.
Is this the end of retargeting?
The ban will not be the end of retargeting. Google is preparing a new solution called FLoC, Federated Learning of Cohorts. Users will be collected into large cohorts using the Chrome browser’s algorithms. These cohorts are groups of users who share specific interests or qualities. However, the effectiveness and the average ROI of retargeting with the FLoC system is not yet known.
How Will This Change Effect Our World?
What Does This Ban Mean for Marketers?
The ban brings confusion, lack of clarity, and the need to rely on other solutions using first-party data.
The main difficulty of the change will be the absence of third-party data for targeting and retargeting.
Without seeing the change running, it is not easy to know the ROI and data collection costs of the campaigns under the new system. However, here are what marketers think will happen after the ban:
- 41% of marketers believe their biggest challenge will be their inability to track the correct data.
- 44% of marketers predict a need to increase their spending by 5% to 25% to reach the same goals as 2021.
- 23% of marketing experts plan on investing in marketing software for data acquisition due to Google’s new policy.
How Can You Adapt To This Change?
The solution is simply to depreciate your third-party cookie dependency and switch to consent-based marketing.
Throughout the years, Justsnap has carried out extensive R&D to develop solutions built around first-party behavioural data, to ensure that brands have access to effective and reasonably priced martech tools.
Our Customer Engagement solutions exploit the power of sales receipts in executing proof of purchase-based activations and help brands to seamlessly deploy promotional campaigns regardless of the sales channel. It also provides access to first-party consumer data along with purchase behaviour information and segmentation, enabling you to maximise campaign ROIs.
We’re Here To Solve Your Problems
Why Use Justsnap’s Solutions To Extract First-Party Data?
In a global ecosystem where collecting first-party data is pricey and meticulous due to rigid GDPR laws, and considering the upcoming changes regarding usage of third-party cookies, Justsnap’s data solutions offer a cost efficient, operationally effective option with unmatched accuracy and full GDPR compliance.
How The Magic Happens
Justsnap provides a one-stop solution for brands to seamlessly execute promotional campaigns. Our receipt processing technology acts as the digital validation hub for proof of purchase-based campaigns whilst digitally capturing the unique shopping data.
The process is simple, the consumer registers to the platform and uploads a photo of their shopping receipt. Our engine validates the purchase and rewards digitally.
As there is no need to make changes to the product packaging or integrate with retailer POS systems; the campaign activation time is very short and this helps achieve a positive ROI by dramatically reducing activation time and related costs.
The digitalised receipts capture unique shopper information and shopping basket for further in-depth analysis. Then brands are able to target & retarget consumers based on the behavioural & personal data collected, allowing for closed precise campaigns that provide a significantly higher ROI.
Using this data, you can also reach a broad and new audience with the same characteristics as your cohorts. You can create “lookalike” audiences of your existing consumer personas for lead generation & new consumer generation purposes.