{"id":2692,"date":"2022-04-05T14:45:44","date_gmt":"2022-04-05T18:45:44","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/04\/05\/twitter-chat-croud\/"},"modified":"2022-04-05T14:45:44","modified_gmt":"2022-04-05T18:45:44","slug":"twitter-chat-croud","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/twitter-chat-croud\/2692\/","title":{"rendered":"Twitter Chat: Measurement in Our New Era with Croud"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">#AWChat returns with our first Twitter chat of 2022! This week, Gabriela Carlos, Media Measurement Director at Croud, is on-hand to discuss how measurement works in a cookie-less world, business intelligence, and more!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Measurement will look very different than it has in the last decade. Instead of relying on third-party data and cookies, we\u2019ll look to data modelling, deterministic data, and first-party data to target users and measure performance. <a href=\"https:\/\/x.com\/hashtag\/AWChat?src=hash&amp;ref_src=twsrc%5Etfw\">#AWChat<\/a><\/p>&mdash; Croud (@CroudMarketing) <a href=\"https:\/\/x.com\/CroudMarketing\/status\/1511358745418387463?ref_src=twsrc%5Etfw\">April 5, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Initially &#8211; absolutely. However, at this point, the industry has had the opportunity to develop new solutions. Whether that looks like new tech or partners and platforms collaborating, brands and agencies alike have the tools to navigate through anticipated challenges. <a href=\"https:\/\/x.com\/hashtag\/AWChat?src=hash&amp;ref_src=twsrc%5Etfw\">#AWChat<\/a><\/p>&mdash; Croud (@CroudMarketing) <a href=\"https:\/\/x.com\/CroudMarketing\/status\/1511362689456652292?ref_src=twsrc%5Etfw\">April 5, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">They should be capturing any and all consumer behavior data, either on-site or transactional. The key is to have the proper infrastructure so that they can analyze and take action against their data effectively. <a href=\"https:\/\/x.com\/hashtag\/AWChat?src=hash&amp;ref_src=twsrc%5Etfw\">#AWChat<\/a><\/p>&mdash; Croud (@CroudMarketing) <a href=\"https:\/\/x.com\/CroudMarketing\/status\/1511363660354138122?ref_src=twsrc%5Etfw\">April 5, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Q4: <a href=\"https:\/\/x.com\/CroudMarketing?ref_src=twsrc%5Etfw\">@CroudMarketing<\/a>, how will marketers leverage business intelligence to not only identify new audiences but retain the audiences they already have? <a href=\"https:\/\/x.com\/hashtag\/AWChat?src=hash&amp;ref_src=twsrc%5Etfw\">#AWChat<\/a><\/p>&mdash; Advertising Week (@advertisingweek) <a href=\"https:\/\/x.com\/advertisingweek\/status\/1511365542388584451?ref_src=twsrc%5Etfw\">April 5, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">(2\/2): Using this information, brands can re-engage customers who they predict may go dormant in the future. <a href=\"https:\/\/x.com\/hashtag\/AWChat?src=hash&amp;ref_src=twsrc%5Etfw\">#AWChat<\/a><\/p>&mdash; Croud (@CroudMarketing) <a href=\"https:\/\/x.com\/CroudMarketing\/status\/1511366231797993476?ref_src=twsrc%5Etfw\">April 5, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">From a performance perspective, this is where attribution and incrementality is increasingly important. Especially with the deprecation of cookies, we\u2019re relying more on modelling to measure the impact of upper\/mid-funnel media and social. <a href=\"https:\/\/x.com\/hashtag\/AWChat?src=hash&amp;ref_src=twsrc%5Etfw\">#AWChat<\/a><\/p>&mdash; Croud (@CroudMarketing) <a href=\"https:\/\/x.com\/CroudMarketing\/status\/1511368874368937986?ref_src=twsrc%5Etfw\">April 5, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">First-party data can be used for optimization, targeting, closed loop measurement, etc. We typically develop a complete plan for clients to maximize their first-party data. At the base is a robust, fully integrated, data infrastructure, ensuring complete connectivity. <a href=\"https:\/\/x.com\/hashtag\/AWChat?src=hash&amp;ref_src=twsrc%5Etfw\">#AWChat<\/a><\/p>&mdash; Croud (@CroudMarketing) <a href=\"https:\/\/x.com\/CroudMarketing\/status\/1511371271619194883?ref_src=twsrc%5Etfw\">April 5, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week, Gabriela Carlos, Media Measurement Director at Croud, is on-hand to discuss how measurement works in a cookie-less world, business intelligence, and 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