This article was based on the interview with Tara DeZao of Pega by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The impending sunsetting of third-party cookies has forced enterprises to pivot and maximize their use of first-party data in order to enhance customer experiences. With the rise of AI and data-driven marketing strategies, businesses must adapt to these changes to stay competitive and relevant in the market.
One key aspect of maximizing first-party data is ensuring that it is fresh and up-to-date. In the past, a fresh cookie was considered to be less than 30 days old, but in today’s fast-paced environment, data can become outdated within an hour. Therefore, enterprises must prioritize real-time data collection and analysis to ensure that they are leveraging the most current information about their customers.
Additionally, enterprises can augment their first-party data by encouraging customers to provide more information about themselves. By creating interactive experiences that prompt customers to share behavioral data, businesses can gain valuable insights into their preferences and interests. For example, companies like Brooks, a running shoe manufacturer, ask customers questions about their running habits and preferences when they visit their website, even if they don’t make a purchase. This proactive approach to data collection allows businesses to gather valuable insights that can inform their marketing strategies and enhance customer engagement.
Furthermore, maximizing first-party data requires a shift in mindset towards customer-centricity. By focusing on building meaningful relationships with customers and providing personalized experiences, businesses can create a loyal customer base and drive long-term success. This approach not only helps businesses adapt to the changing marketing landscape but also positions them as leaders in their industry.
The sunsetting of third-party cookies presents both challenges and opportunities for enterprises to maximize their use of first-party data. By prioritizing real-time data collection, encouraging customers to share behavioral data, and adopting a customer-centric approach, businesses can stay ahead of the curve and deliver exceptional customer experiences. As AI continues to transform the marketing landscape, enterprises must embrace data-driven strategies to remain competitive and drive growth in the digital age.
