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TechnologyOct 15, 2021

The Credera Brief | Navigating a Post-Cookie World

Credera Team

In our latest edition of The Credera Brief video series, Greg Gough, Principal and MarTech Expert at Credera, shares three tips for brands considering how to target and acquire new customers in a post-cookie world.

Creating Remarkable Customer Experiences 

Technology giants Google and Apple recently announced big changes to the way customer data is being tracked and handled, all in the name of improving customer data privacy. As a result, brands are experiencing a fundamental shift in how they target and acquire customers. At Credera, we don’t see this shift as an insurmountable obstacle, but rather an opportunity for brands to use first-party data to better engage and obtain consumers. 

Brands that succeed in this cookie-less future will be those that gain the trust of their customers by offering a fair value exchange in return for their personal, first-party data. First-party data is what brands capture about their customers, including contact information, channel preference, and product interests. Winning brands create more remarkable experiences for consumers by pairing first-party data with relevant content wherever a consumer is at in their customer journey. 

To thrive without relying on third-party cookies, we believe there are three success-driving items that should be at the top of every marketer’s to-do list:

  1. Gather and utilize first-party data to better personalize web experiences.

  2. Use what you know about your best customers for look-alike audiences.

  3. Consider shifting your marketing budget to focus more on your own channels. 

Curious to see how equipped your organization is for delivering remarkable customer experiences? Take our MarTech Digital Assessment to find out, or discover more of our MarTech insights here.

The Credera Brief 

At Credera, we believe the toughest business challenges are best solved by a team—a team who works together to share knowledge to accomplish their goals.  

We created The Credera Brief series to distill the trends and ideas from Credera leaders and experts. These short-form videos will share different insights and perspectives across the topic spectrum from MarTech and innovation to strategy and technology.  

You can find the complete series on our YouTube page, or reach out to findoutmore@credera.com to continue the conversation.

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