#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!
Measurement will look very different than it has in the last decade. Instead of relying on third-party data and cookies, we’ll look to data modelling, deterministic data, and first-party data to target users and measure performance. #AWChat
— Croud (@CroudMarketing) April 5, 2022
Initially – 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. #AWChat
— Croud (@CroudMarketing) April 5, 2022
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. #AWChat
— Croud (@CroudMarketing) April 5, 2022
Q4: @CroudMarketing, how will marketers leverage business intelligence to not only identify new audiences but retain the audiences they already have? #AWChat
— Advertising Week (@advertisingweek) April 5, 2022
(2/2): Using this information, brands can re-engage customers who they predict may go dormant in the future. #AWChat
— Croud (@CroudMarketing) April 5, 2022
From a performance perspective, this is where attribution and incrementality is increasingly important. Especially with the deprecation of cookies, we’re relying more on modelling to measure the impact of upper/mid-funnel media and social. #AWChat
— Croud (@CroudMarketing) April 5, 2022
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. #AWChat
— Croud (@CroudMarketing) April 5, 2022
