The Importance Of First Party Data Activation [Podcast]

Cookies going away in Chrome?

They have already been removed from the most popular browser on the mobile market – Safari.

How does this affect marketing and sales? What about Shopify merchants?

Brent Ramos, Product Director at AdServe, joined me to discuss incremental measurement in ecommerce and beyond.

We talked about the importance of first-party data and the possibility of losing a lot of third-party data you get through cookies on the Chrome browser.

Third-party data will probably always exist in some form, to some degree, and not all third-party data is perishable. First-party data certainly isn’t bad. It is essential to many of the daily things we experience as consumers that we enjoy. then those first-party cookies will remain and the third card, over third-party cookies. -Brent Ramos, 05:58

Those touchpoints constitute a complete, healthy personality of what a real human being might look like. And so it doesn’t matter how you assemble it, but it’s a matter of where you start? and what are you doing? Look at it actively. -Brent Ramos, 07:20

They will get a better experience from the point of view of the consumers. They should be able to better interact with their brand across all the different touchpoints and channels in a way that is responsible and appropriate. And it is useful at the same time. -Brent Ramos, 11:10

[00:00] About Brent
[03:13] – What is first-party data, and how is it different from third-party data?
[05:38] What Brent thinks about Google’s first-party data announcement.
[07:00] – How can businesses get started with first-party data?
[10:11] – How will this change the consumer experience?
[12:23] – Why didn’t people pay so much attention when Safari made the change?
[16:24] – Where do you keep first-party data?
[18:26] The challenges behind owning data that businesses need to be aware of.
[22:01] – Samples of first-party campaigns.

Mentioned resources:

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So the faster you can embed first-party data and lifetime value modeling into your bids, the better for you. And you won’t have to worry about competition when you know you can do it. -Brent Ramos, 26:52

Once you’ve added lifetime value to the equation, no matter what the attribution channel, you’re just talking a different language. Which is so much more marketing than direct response that we are accustomed to talking with an SEO. -Lorraine Baker, 24:07

This is only going to force firms and agencies to become better storytellers. This is actually the basic ingredient. -Brent Ramos, 11:10

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Connect with Brent Ramos:

Brent is a seasoned digital entrepreneur and advertising tech expert with over 15 years of experience. He combines his expertise in front-line strategy and high-level strategy to help customers use Google Marketing Platform to achieve their goals.

He is focused on delivering the highest level of anticipated success based on innovative ideas that lead to high-level strategic marketing success as Director of Product at Adswerve.

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