Balancing privacy and marketing performance

Privacy is both a regulatory and a technological issue, that grew increasingly in the last few years, and has a deep impact on marketing performance and measurement.

Yet, marketers can successfully rely on their first party data to continue using performant audience strategies.

👉 Learn how to use DinMo to navigate into a cookieless world and boost your marketing performance by delivering personalised ads while preserving privacy. 🎯

Since 2018, different privacy laws have been adopted across the world, regulating the collection and use of personal data. These regulations are particularly restrictive in the European Union, especially with the GDPR ones.

Moreover, CNIL’s new guideline towards cookie consent banners has lowered the average consent rate to 65%, deeply impacting the volume of data available to advertisers.

Beyond these legal restrictions, big techs are more and more aggressive towards privacy concerns, threatening online advertising use cases. Indeed, the use of cookies and traditional trackers (client-side tags) is jeopardised by technical evolutions from web browsers.

While restrictions on third-party cookies have already been initiated by Apple and Firefox since 2017, Google Chrome was planning to phase them out by 2025.

This decision has now been cancelled. Despite this, marketers will have to adapt to a world without cookies.

Furthermore, Apple started tough actions regarding privacy on the app universe (iOS devices), impacting the advertising and emailing tracking and blocking push notifications.

According to a KPMG study, around 85% of customers are concerned about data privacy. At a time of major data breaches, they want to be sure that their data is protected and kept safe.

At the same time, consumers want brands to provide them with a personalised experience. In particular, they want information that best meets their needs.

Customer knowledge is crucial to perform personalised marketing campaigns and customer experiences. Consequently, creating a first-party data strategy is more important than ever as the industry shifts towards a privacy-driven approach to marketing.

Indeed, according to a recent McKinsey study, companies that do not figure out a robust first-party data strategy will see their acquisition costs skyrocket, having to spend 10 to 20 percent more on marketing and sales to generate the same returns.

To keep a satisfactory level of customer knowledge, it is necessary to inject personal data - that is stored in your datawarehouse - in your marketing tools.

Composable CDPs or Reverse ETL allow you to send any type of conversion (regardless of the channel or the stage of the customer journey) to your social platforms:

It allows you to obtain a 360° overview of your consumers, especially by integrating data at the bottom of the conversion funnel, while maintaining privacy. You can then improve campaign performance and measurement by relying on this valuable data.

For example, Facebook observes a reduction in CPA by 8% on average for enterprises that send their first-party data (through Meta Conversions API).

By mixing online and offline data throughout the whole customer journey, more relevant customer audiences can be built from your first-party data. Tools like DinMo help you to synchronise these audiences in your media platforms.

You can then easily activate them to improve acquisition through lookalike strategies and personalised and cross-environment retargeting. For instance, using high lifetime value similar audiences can improve your ROAS by up to 33%.

Want some help and advice on the best way to navigate into a cookieless world? Do not hesitate to contact us to set up a free consultation with our experts.