Tracking customers has always been a challenge, but the challenge has been made even more difficult in recent years thanks to an increasing focus on data privacy and new regulations such as the European Union’s GDPR.
The good news is that there’s an alternative. The industry is increasingly turning to cookieless analytics and attribution platforms. The idea is to sidestep the challenges of using cookies to store first and third party data, especially as cookies are slowly phased out.
As cookieless tracking becomes more commonplace, enterprise marketing teams will need to switch to cookieless analytics and attribution platforms if they hope to continue business as usual, whatever that may be.
Simply put, you’ll face the challenge of creating a personalised user experience without the use of third party cookies that show you what a user is looking at and searching for. Luckily, there are new platforms on the market, such as Metricsflow. Using proprietary AI technology, Metricsflow attaches a unique digital DNA identifier to a visitor from the first point of contact.
The goal remains similar to what it always has been: to understand the full prospect journey pre and post conversion. As part of this, marketers need to update their martech stack to adopt cookieless data analytics solutions now, before it’s too late. It’s all about future-proofing yourself and making sure that you’re ready for the change that’s coming.
In particular, it’s important to remember that your web analytics tool needs to track customers across multiple different devices. Web users today are accessing your content across any number of devices throughout the run of a day. By tracking across devices, marketers get full attribution that mirrors the user journey.
By focusing on first party data, you can provide more customised services and information, right down to the type of content that you present to them in your blog or through your email marketing. It’s difficult to do this without using cookies, but not impossible – and the next generation of B2B marketing attribution software is already on hand to help you.
In an age without cookies, there’s no excuse for marketers to forget the basics. Inbound marketing, personalisation and other best practices will still be equally valid, even when cookies are deader than the dodo.
Metricsflow is a cookieless analytics and cookieless attribution platform that’s designed to help enterprise B2B marketers to track their visitors across all campaigns and channels. Providing a 360 degree view of all accounts and users, it’s fully compliant with data privacy laws and best practices and avoids sharing or selling data to third parties and ad networks.
Available on the Salesforce AppExchange, MetricsFlow provides 100% of visitor data (where most companies lose 40-70% through cookies) and breaks it down into actionable, easy to understand insights right there inside your CRM. Visit our website to find out more.
Switching to a cookie-less solution also helps you to future proof yourself by being one step ahead of the rest of the market. Studies like the DLA Piper GDPR Fines and Data Breach Survey show the direction that the market (and the world) is moving, and it’s a solid sign that the deprecation of cookies will continue in the months and years to come.
B2B marketers have relied on cookie-based digital analytics solutions to cover attribution and analysis. However, third-party cookies are slowly being phased out. Marketers soon need to adopt cookieless platforms that do the same job without falling foul of privacy regulations that are designed to give more power to the consumer.
Marketing Analytics tools are one of the most powerful weapons that B2B marketers have access to, providing them with a way to process and understand the huge amounts of first-party and third-party data that they have access to. That’s where this article comes in. We’re not necessarily going to tell you which specific platforms to use, because you’ll still need to do the research yourself and choose the best analytics and attribution tools for your needs. Instead, we’re going to give you the tools you’ll need to identify what functionality to look for.