Data Privacy Update: How to boost your marketing performance in 2024

Daniela Wendler
Associate Growth Consultant

Consumers, governments, and companies are becoming increasingly protective of their data. By the end of 2024, an estimated 75% of the global population will have their personal data protected by modern privacy regulations. Marketers who have relied on the availability of data must adapt and comply.

One trend that has already emerged is the blocking of third-party cookies. Apple rolled out this feature in Safari 13.1, Firefox followed with "Total Cookie Protection" in 2022, and Chrome may follow in 2024. So, what can marketers do?

To continue collecting data, first-party data will become more important. A BCG survey showed that marketers who effectively use first-party data can generate twice as much revenue as those who don't. First-party data is personal user data that companies collect and own themselves. It can still be collected and used by companies to track their users' interactions with their webpages and target them with advertisements.

With first-party data, marketers can still:

  • Map the customer journey and identify the steps that consumers take until conversion
  • Link data from all the different user touchpoints with the brand
  • Optimize the customer experience

However, there are also challenges connected to first-party data. Companies need to be able to integrate their customer data well across all platforms and make it available in a comprehensive manner.

On many platforms, you can already use your first-party data. For example, Google and Meta allow you to create audiences based on your first-party data, making it possible to retarget your customers with targeted ads.

Here are some tips for using first-party data effectively:

  • Collect data with consent. Make sure you have your customers' permission to collect and use their data.
  • Be transparent about how you use data. Tell your customers what data you collect and how you use it.
  • Give customers control over their data. Allow customers to opt out of data collection and to access and delete their data.
  • Use data to personalize your marketing. Use first-party data to create targeted marketing campaigns that are relevant to your customers' interests.

By following these tips, you can leverage first-party data to enhance your marketing results and uphold privacy regulations.

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