Embrace partner data sets and data audits for the post-cookie world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 01, 2022, 12:10 PM GMT+0

Along with investing in owned data sets, partner data sets can help brands create more meaningful, targeted and personalised customer messages.

Today's customers are eager to know how their personal data is accessed and used by companies. On the other hand, despite cookie tracking phasing out, marketers remain equally keen to continue their targeted online advertising and offer customers more value in exchange for data.

Brands must ensure they invest in owned data strategies to create holistic strategies that resonate across all marketing activities and boost audience connection. Similarly, brands must combine their owned data sets with partner data sets to personalise customer messages across different channels.

More importantly, marketers must start with an audit to better understand the data there are currently using, segment them into first, second and third-party data and analyse what they stand to lose with the cookie exit. Such audits will help brands identify opportunities to connect with audiences meaningfully.

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