The most important activity to begin preparations is to evaluate where your business stands today. A comprehensive assessment of your current state before considering any possible solutions is a must.
Google has expressed its intention to phase out support for third-party cookies in Chrome browsers by 2022, and Safari effectively stopped support for third-party cookies with their introduction of Intelligent Tracking Prevention in 2019. Before you can adequately adapt, you must first assess how much your marketing platforms will be affected without third-party cookies. Here’s how we’ll guide you through the process:
Government regulations like the California Consumer Privacy Act (CCPA) and Europe’s General Data Protection Regulation (GDPR) have placed limits on data processing, and the future of data privacy looks like it’s heading toward more regulation, not less.
Our team of data governance specialists will help you evaluate all platforms in use to identify which are processing data which falls in scope of relevant privacy regulations. From there, we’ll help guide you through the process of documenting these practices and defining your tag governance policy. Ultimate outputs will be documentation of approved data collection behavior and the documentation necessary to begin configuring your architecture for proper disclosures, user choice, and user access/deletion.
First-party data is the information that you collect directly from your consumers on your owned and operated properties. In a cookieless world, that data will become more and more important. Let us help you maximize your use of first-party data:
Identify the core initiatives you have to analyze the data you’re collecting. Review your first-party data modeling practices and techniques to determine any opportunities for growth.
It’s natural to have many questions about the impact of privacy changes — that’s why we’re the experts. What regulations are on the horizon? Keeping up with the ins and outs of the latest technology is a job in and of itself, and many solutions are still in the testing phase. Assessing your risk is imperative—don’t get bogged down by the flurry of new developments before you even start. Instead, take a deep look inside your organization. Analyze your current reliance on third-party cookies and how you’re using first-party data, and you will be better positioned to tackle whatever changes are on the horizon.
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