How advertisers can overcome signal loss and identity issues for better measurements in 2024?
According to Statista as of June 2023,
– 53% of advertisers are facing issues with reaching target audiences at scale.
– 39% are figuring out how to prep for a cookie-less future.
– 51% want to maximize return on ad spend
Marketers and advertisers have trusted third-party cookies and device identifiers to track customer journeys, purchases, engagement, behavior, and personal preferences. But with the deprecation of third-party cookies, the impact of Apple’s App Tracking Transparency, and the browser’s cookie policies, has resulted in a significant loss of marketing signals.
Loss of marketing signals means a significant impact on measurement accuracy.
Most marketers will have to move their single source of truth from third-party platforms and own it themselves.
Marketers need to focus on data collaboration, collection & measurement techniques that are not purely dependent on third-party signals.
Let us deep dive with our experts on how to address signal loss issues and future-proof yourself.
Takeaways:
5:00 What signals do marketers look for across different stages of the customer lifecycle & what is getting in the way of recognizing them?
15:00 How should marketers go ahead with a first-party data strategy & make this foundation strong moving ahead?
20:00 How can advertisers reach target audiences with signal loss issues?
35:00 How can advanced measurement techniques like MMM & IT come in handy for advertisers moving ahead?
40:00 How to get a buy-in from the C-suite on first-party data strategy & infrastructure?
50:00 What does the future of digital advertising look like with the loss of signal due to privacy changes and the deprecation of 3P cookies?
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At Lifesight, we empower businesses to thrive in the ever-evolving landscape of modern marketing. Unlock the full potential of your customer data, optimize customer acquisition, boost retention, and deliver exceptional experiences—all while prioritizing privacy, with the help of AI and automation.
📊 Future-Proof Marketing Measurements: Our suite includes multi-touch attribution, marketing mix modeling, and incrementality testing, providing accurate insights to optimize your media budgets effectively.
🔒 Privacy-First Data Solutions: In an era where privacy is paramount, our purpose-built Customer Data Platform (CDP) allows you to collect and operationalize your customer data seamlessly, eliminating data silos.
🤖 AI-Powered Omni-Channel Engagement: Deliver exceptional experiences across all your owned channels with the efficiency of automation and AI, hyper-personalizing omni-channel campaigns to maximize engagement.
Trusted by 500+ leading brands worldwide, including GroupM, McDonalds, Coca-Cola, Accenture, Subway, KFC, Bose, Honda and more, Lifesight is your marketing superpower in the Privacy-First Era.
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