Cookies are on their way out, and concerns about privacy continue to rise. That’s why we need a solid strategy to make the most of our data and improve our digital marketing campaigns. In this article, we present 5 practical ways to use your own data (first party data) and increase the effectiveness of your digital campaigns.
Value-based Optimization:
Let’s start with the simplest option: feeding optimization algorithms of advertising platforms like Google or Meta with conversion data and its value. Let’s remember the famous phrase, “Garbage in, garbage out,” implying that automatic optimization will be only as good as the information you provide. So make sure to work with your development team to improve the quality and accuracy of this data.
In the next stage, conversion data can be further enriched by integrating information from the CRM, such as lead ratings, customer Lifetime Value (LTV), etc.
Enhanced Conversions:
When cookies are not available, several platforms have implemented similar solutions that allow securely receiving users’ personal data, such as their encrypted email or phone number. This facilitates accurate attribution of conversions, and its implementation is simple, without major technical barriers.
Audiences Based on Customer Lists:
This technique, while not new, has gained more relevance due to third-party cookie restrictions. It involves importing customer lists and their email addresses to identify audiences and similar target groups for your campaigns. This process can be automated through APIs or tools like Zapier.
User-ID in Google Analytics:
It’s possible to improve the accuracy of unique user counts and obtain a more effective cross-device view by feeding Google Analytics with user identifiers from your own platforms or databases. This option is particularly interesting for websites that require users to frequently log in.
Google Big Query:
For a more advanced approach, platforms like Google Big Query allow you to import data from Google Analytics and combine it with your internal or external databases using a powerful SQL engine and Machine Learning capabilities.
These are just a few ideas of how, at Resultics, we collaborate with our clients to implement these and other solutions that enhance measurement and optimize their campaigns more effectively and data-driven.
How are you making the most of your data?