The Importance Of First Party Data Activation

Cookies going away in Chrome? They already have been eliminated from the most popular browser on the mobile market - Safari. How does this affect marketing & sales? What about Shopify merchants? Brent Ramos, Product Director at Adswerve, joined me to discuss incremental measurement in ecommerce and beyond. We talked about the importance of first-party data and the possibility of losing a lot of the third-party data that we're getting through cookies on the Chrome browser. Third-party data will probably always exist in some format, to some kind of degree, and not all third-party data is bad. First-party data is certainly not bad. It's required for many daily things that we as consumers experience that we enjoy. So those first-party cookies will persist and will persist more than the third card, third-party cookies. –Brent Ramos, 05:58 Those touchpoints make up a full, wholesome persona of what a real human being could look like. And so it's not a matter of how you collect it, but it's a matter of having you started? And what are you doing? See it with an eye to activation. –Brent Ramos, 07:20 From the consumers' point of view, they will be getting a better experience. They should be able to have better conversations with their brands across all of the different touchpoints and channels in a way that's responsible and appropriate. And it's useful all at the same time. –Brent Ramos, 11:10 [00:00] - About Brent [03:13] - What is first-party data, and how is it different from third-party data? [05:38] - What Brent thinks about Google's first-party data announcement. [07:00] - How can businesses begin with first-party data? [10:11] - How will it change consumer experience? [12:23] - Why didn't people pay as much attention when Safari made the change? [16:24] - Where do you keep first-party data? [18:26] - Challenges behind owning data that businesses should be aware of. [22:01] - Samples of first-party campaigns. Resources mentioned: Adswerve - https://adswe