We've heard that first-party data will be crucial for marketers with increased regulations and Google's ongoing depreciation of third-party cookies, yet many marketing leaders are still asking the questions, "am I going about this the right way?" or even, "how do I actually get started?"
With this in mind, Vincent Yates, Jason Goth, and Kevin Erickson, three senior leaders at Credera, discuss the benefits of building a first-party data strategy, how to create value that drives data sharing, and tips for building a lucrative first-party data strategy.
Show outline:
- Intro
- 00:45 – Definitions of first-party and third-party cookies and the need to collect first-party data
- 6:30 - How leaders are responding to new regulations (GDPR, CCPA, etc.) and regulatory risk
- 10:15 - When some customers want privacy and some want customized experiences...
- 12:25 - The value of the value-exchange
- 15:00 - Creating a valuable experience that makes users want to share their data
- 25:10 - Technological solutions helping organizations overcome the depreciation of third-party cookies (hint: first-party data collection)
- 29:00 - Rethinking your channel strategy and advertising approach
- 37:04 - The functionality of data clean rooms
- 39:32 - Fingerprinting
- 44:00 - Why leveraging your first-party data is likely your most lucrative approach
