Marketers must ensure their websites feature new data variables to trigger relevant events and drive the right KPIs.
Despite a shift to cookieless web fast approaching, 69% of marketers are not increasing their use of AI and 66% of them are yet to adjust their measurement strategies. Similarly, 59% of marketers are not increasing investment in first-party data. Brands must now begin relying on authentication technologies that can collect first-party data from users and connect the data to an addressable media identifier.
Similarly, marketers must audit their site data to add new data variables, trigger new events and remove old code to maintain accuracy. Auditing exiting sites can help brands focus on the relevant events to drive the right KPIs. Brands must also inform their first-party data strategies with new, accurate behavioural signals and connect the information with supply partners.
Connecting first-party data insights with supply partners can help marketers reach potential buyers not included in the first-party data set. Finally, brands must choose the right data platforms to centrally store and connect marketing data to the ecosystem, without exiting the secure brand data environment.
[4 minute read]
