Identity resolution is one of the biggest challenges that modern marketers face, and the chances are that you’ve experienced it yourself even if you’re not aware of it. We’re talking, of course, about the challenge that comes from figuring out who’s interacting with your website and the actions that they’re taking once they’re on there.
The challenge these days is that B2B marketers are under increasing pressure to adopt cookieless solutions that don’t fall foul of the ever-changing legislation that they’re required to abide by.
So what are the main challenges of identity resolution and how can Metricsflow help? Let’s dive in and take a closer look.
Tracking customers has always been a challenge for B2B marketers, but the increasing focus on data privacy and new regulations such as the European Union’s GDPR means that this is getting even more difficult.
Historically, 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.
But cookieless tracking offers a huge challenge, especially when it comes to tracking across platforms and on different devices. It leaves you trying to create a personalized user experience without the use of traditional marketing attribution tools.
It all comes back to identity resolution, the concept of understanding the identities of the people who are visiting your website. If you can’t track their identities, you can’t serve up personalized content or adapt your messaging to make sure that you achieve that holy grail of marketing: reaching the right person with the right message in the right place at the right time.
The goal, then, is the same as always, which is to carry out full prospect journeys both pre-and post-conversion. And if you want to be able to do that, you’ll need to update your tech stack now, before it’s too late. Don’t risk getting left behind by the competition.
Metricsflow is the market leader of a new breed of software platforms that aim to make cookieless tracking a reality for B2B marketers. The idea is to provide the same tools and functionality that marketers are used to without having to rely on third-party cookies. In fact, Metricsflow’s cookieless technology can actually provide more data and deeper insights than traditional cookie solutions.
Metricsflow’s proprietary AI technology attaches a unique digital DNA identifier to visitors from the first point of contact. With this DNA identifier, we are able to collect almost 60 data points on every visitor to your website across devices and across platforms. With these data points, Metricsflow uses a recognition technology so that we can always identify the same visitor and ensure no duplication.
The result is a super-easy way for B2B marketers to continue providing personalized content and services with no need for cookies. When you can see full multi-touch attribution for visitors from the first digital touchpoint and beyond, you can start to really understand how your marketing efforts are paying off or can be further optimized.
A key piece of the Metricsflow cookieless solution is that we don't place anything on a visitor's browser and we will never sell or share data with third parties. This allows us to help you to ensure full compliance with all relevant privacy legislation while also putting consumers first and giving people full confidence in the way that you’ll store and process their data.
The cookieless age provides a whole new set of challenges for B2B marketers to overcome, and when you combine it with the multiple different devices that people use, it’s even more difficult. You need to find a web analytics tool that can track people across different devices and platforms, allowing for true multi-touch attribution that shines a light on the entirety of the customer journey.
The good news is that Metricsflow is perfectly placed to help you out with cookieless tracking, allowing you to provide more personalized services and information, from the emails you send to the content that you serve up and the projects that you showcase.
Just because we’re moving into a cookieless era, it doesn’t mean that you can afford to forget the basics. Both tracking and personalization will continue to be as important as ever, and Metricsflow is the perfect tool to help you to get the job done. Get in touch with us today to find out more about how we can help you.
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.