Behind the Numbers: an EMARKETER Podcast
The Daily: Data and Targeting Strategies for 2025 | Nov 26, 2024
Nov 26, 2024
Echo Sandburg, Chief Brand Officer at CP Skin Health Group, dives into the evolving landscape of data and targeting strategies. The conversation highlights how Google's shift away from cookies is prompting brands to adopt first-party and zero-party data for better customer insights. Sandburg discusses the significance of integrating customer data while battling silos and fragmentation. The duo also explores how generative AI is reshaping marketing analytics and contextual advertising, ensuring brand safety amid rising privacy concerns.
28:59
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Quick takeaways
- Google's pause on cookie rollback offers temporary relief but highlights the ongoing need for innovative, people-centric identification strategies in marketing.
- The shift towards robust first-party data strategies allows companies like Eli Lilly to engage customers more personally while enhancing targeted outreach efforts.
Deep dives
The Impact of Google's Cookie Strategy
Google's recent decision to pause the rollback of cookies has provided some relief to marketers, yet it has not significantly changed the overarching concerns in the data ecosystem. Companies have been preparing for a future where cookies are less prevalent, focusing on building people-centric identity strategies instead. This involves utilizing diverse data sources such as zero-party data from brand surveys and first-party data from CRM systems. The panelists agreed that while these changes are positive, the industry must continue to innovate and adapt to a cookie-less landscape, emphasizing the importance of maximizing existing data assets.
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