At the beginning of this year, Google announced that it would phase out 3rd-party cookies within two years. The once-famous cookie base marketing tool will also be unplugged. For example: The latest version of Chrome 80 in February 2020 officially adopts a security classification mechanism. When a cookie belongs to a different domain from the website accessed by consumers, it will be regarded as a "cross-site" or "third-party cookie". Various browsers have also begun to test the cookie security classification mechanism.
Subsequently, the Apple WWDC conference officially announced that it would adjust the privacy policy. Since IOS 14, the IDFA (Identifier for Advertisers) has been adjusted. Users must explicitly agree to allow developers or advertising companies to track ads, which is equivalent to almost announcing the elimination of IDFA. However, this move will also cause severe damage to companies in advertising exchange, advertising tracking, and advertising bidding.
(Since then, it has been strongly bounced back by companies such as Facebook. In September, Apple announced that to allow developers time to make necessary updates, it will be postponed until the beginning of next year.)
On the other hand, TIKTOK was also affected by international political struggles. Facebook has also continuously adjusted its algorithm in recent years, which has greatly affected the calculation of FB's reach. How to quickly respond to the ever-evolving situation of the environment will return to the immediate needs of each advertiser. The budget must be spent accurately to save unnecessary waste. However, in such a changeable digital environment, how to complete accurate communication tasks is believed to be back to "data".
Through three key points, to do “Data Driven”marketing
1. Collect data
Through the collection of data, we could integrate the Omni channel-related information at different channel touchpoints (who they are / what they purchased / time, etc.), and to understanding where the target customer’s attention is. Such collection of fragmented intelligence at each touchpoint also makes it possible for precise marketing automation in the future.
2. Build users’ profile
After consolidating the different contact channels, the customer service information must be converted into descriptive tags that can be followed to understand their own consumers/users/members, and then form a user persona. Such as age/gender, spending power/brand preference/personal interest, geographical, social attributes, label these attributes, and sort them. Understand customer value, speed up the discovery of customers with higher lifetime value, and explore more potential TA.
3. Choose the right data-oriented marketing partners
CLICKFORCE has been committed to data marketing and data analysis for a long time and has developed the HOLMES system. Through the four important principles of GAPA "Gather, Analysis, Prediction, Apply", and multiple data and information, it assists customers through AI and machine learning, deep learning, find out consumers' interests and preferences, and apply them to accurate advertising delivery.
Facing the post-Cookie era, we continue to invest in content analysis and develop non-third-party cookie recognition technology to enable accurate communication tasks in compliance with privacy-related policies and regulations. Through these analysis results, we can help us to be precise Predict the consumer's next behavior, and then apply it to the delivery of advertisements, assist the industry to find the right time, find the right person, and deliver the right advertisements, thereby improving the overall advertising effectiveness.
Take real estate customers as an example. When consumers cannot go out, how can they reach the actual consumers? Through the crowd data such as life tags, interest tags, and telecommunications tags, we can accurately determine potential customers, and deliver the right advertisements at the right time and assist the industry in increasing the number of house viewing. The result was a smooth transaction of 300 households during the three months of the epidemic. The overall performance Better than before the epidemic period. We successfully assist real estate customers to reduce marketing costs and improve overall advertising effectiveness.