🌊 Sink or Swim: Survival with the New Data Collection and Privacy Restrictions

Third-party cookies are disappearing and privacy rules keep getting stricter. This deck covers why tracking got so much harder, from browsers blocking trackers to GDPR to customers who simply care more about their data now. Then it gets to the part that matters: what to do about it. Server-side tagging to centralise your data. First- and zero-party data you collect with consent. Second-party partnerships. Contextual targeting instead of chasing individual profiles. And getting Consent Mode v2 set up before it costs you your Google audiences. The thread running through all of it is a shift in mindset: stop trying to track everyone everywhere, and start treating privacy as something that earns trust instead of a box you tick.

Transcript

1. 🌊 Sink or Swim: Survival with the New Data Collection and Privacy Restrictions
4. 02 01 Topics Why Is Data Collection Becoming Complicated? How to Overcome Data Collection Challenges?
5. Why Is Data Collection Becoming Complicated? 01
6. 🔍 Browsers are now blocking your trackers. - Safari's Intelligent Tracking Prevention (ITP) - Mozilla Enhanced Tracking Protection - Phasing out third-party cookies from Chrome - An increase in ad blockers usage (36% in UK)
7. 🔒 Growing customer sensitivity toward data privacy. - Data leaks from large companies have heightened customer sensitivity. - The GDPR in the EU grants customers the right to protect their data.
8. 📜 Compliance with increasingly stringent privacy regulations. - Companies hiring Data Protection Officers (DPOs) to ensure GDPR compliance. - Consent management platforms (CMPs) are being used to manage user preferences.
9. 🌐 Emergence of multi-channel interactions. - A customer researches a product on mobile, sees ads on social media, purchases on the web, and then leaves reviews through a customer service chatbot. - The end of third-party cookies complicates tracking customer behavior across different marketing channels.
10. - Marketing's and digital advertising’s heavy reliance on third-party data is facing a disruption as browsers eliminate cookies, necessitating an overhaul of current campaign strategies. 🌆 Third-Party Cookies Sunset
11. How to Overcome Data Collection Challenges? 02
12. - Reduces dependency on browser cookies - Improves data privacy and control - Enhances performance & UX (⬆ Page load times) - Improves data accuracy 󰞵 Use server-side tagging to centralise data flows across touchpoints.
13. - Integrates data from various sources for better enrichment and analysis - Server-Side Google Tag Manager - Cloudflare Zaraz - CDPs and ETLs like Segment, Tealium, Adobe RudderStack, Hightouch 󰞵 Use server-side tagging to centralise data flows across touchpoints.
14. - Collect data directly from customers through interactions on your owned channels. - Encourage customers to share their preferences, interests, and intentions through quizzes, polls, and interactive experiences that provide value in exchange for their information 󰢧 Focus data collection on consenting first-party and zero-party sources.
15. - Forming partnerships where non-competitive companies share customer insights that are not publicly available but obtained with consent. 🤝 Partner with brands to gain insights from second-party data.
16. - Contextual targeting, where ads are placed based on the content of the web page rather than individual user profiles. 🔬 Test alternative targeting approaches not reliant on individual profiles.
17. 🛡 Make data privacy a competitive advantage through ethical governance. - Highlight your strong commitment to data privacy to stand out in the market and build consumer trust. - Adopt and communicate transparent data practices that exceed legal requirements to appeal to privacy-conscious customers.
18. 1.0 - Work with one of the Google Partner CMPs 1.1 - Check your current CMP partner compatibility 2.0 - Activate Consent Mode v2 2.1 - At least, activate Basic Content Mode 3.0 - Test and debug, make sure it’s working. - Deadline: March 7, 2024 🔓 Prepare for Consent Mode v2 for Google Tags
19. 🔓 Prepare for Consent Mode v2 for Google Tags ⚠ Audience building and remarketing capabilities may be affected. - "If you want to use Google’s analytics and advertising services, we strongly recommend putting Basic Consent Mode" - Simo Ahava
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