The marketing of the future will work on first-party data

Interview with Maciej Zawadziński CEO from Piwik PRO

Maciej Zawadziński: The customer journey is one of the most influential concepts in marketing. How did it evolve over the years? Will it still be relevant for the marketing of the future?

Gerhard Kürner: In the past, the customer journey was often just a theoretical value that wasn’t verifiable. With the increasing number of digital touchpoints, the customer journey or, better yet, first-party data of that journey becomes very important and relevant.

If we use raw data from all measurable touchpoints such as a website, e-store, app or email — and we collect that data with consent — we put ourselves in a favorable position to analyze the customer journey.

Maciej Zawadziński: Data is the key for the marketing of tomorrow. What new technologies and techniques will this marketing adapt to, to gather and activate consumer data?

Gerhard Kürner: Currently, we are experiencing a rapidly rising awareness that data is of value and must be protected, mostly because of data protection regulations. These regulations are a necessity, even though their implementation is fraught with difficulty.

The advantage of these regulations is users’ increased consciousness about their own data. This forces companies to think for the first time about what digital data they control and who really owns it.

The marketing of the future requires users’ consent. This also means companies need to collect and evaluate data on their own. From this point onward, we really talk about data-based first-party marketing. Anyone who does not address this from now on might struggle in the future. In my opinion, we are actually just entering the age of data.

Maciej Zawadziński: Chrome will phase out third-party cookies sooner or later. This will render the technology that relies on it obsolete, such as remarketing or cross-domain tracking. How will marketers manage without them — what will they use instead?

Gerhard Kürner: Other browsers have already started blocking third-party cookies. So, Google’s announcement didn’t surprise me. However, Google has a lot of advertising money at stake and will certainly find some way to get around this issue. At the end of the day, online marketing will become more complex.

Keep in mind that we also have the iOS consent to tracking apps, and its opt-in rate leveled off at 13%. This means that there is a big shift ahead of us, and it’s to focus on first-party data. In addition, topics such as contextual targeting will gain in importance.

Data that the collector controls allows for greater depth and quantity, resulting in new information. Most importantly, self-acquired data lets you activate unprecedented audiences.

– Gerhard Kürner CEO & Founder

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