"Marketers don't have to infer customer preferences or behavior through secondary behavior but are instead explicitly told, straight from the source. While much attention has been placed on first-party data amid the deprecation of third-party cookies, zero-party data - including "transaction intentions, preference data, personal context, and what the customer thinks about the company" - will also become increasingly important, according to Merkle. These restrictions include the end of third-party cookies, changes to identifiers like Apple's Identifier for Advertisers (IDFA), and regulations including the EU's Global Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA) and California's Prop 24 that passed last year. Merkle's 2021 Customer Engagement Report is the latest study to suggest that the collection of first-party data will be a high priority for marketers in 2021 as privacy-related data restrictions continue to expand. While first-party data is at the top of the agenda for marketers in 2021, the report also points to the need for marketers to increase the acquisition of zero-party data, which is "intentionally and proactively" shared by consumers with a company, and second-party data, which is shared by partner companies, alliances and consortiums. Overall, collecting and storing first-party data over the next six to 12 months is a high (58%) or even the highest priority (30%) among marketers.
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