November 30, 2020

Customer Identity in the New Normal

Customer Identity

We all acknowledge this this year has created a new normal in marketing. (and everything.) We have learned to be adaptable and prepare for the unexpected. Digital is king and therefore, data is more important than ever. However, we also know that Google is phasing out 3rd party cookies and that iOS 14 allows users to opt out of their IDFA (identifier for advertisers.) It’s a perfect storm of conflicting advertising trends. How do follow our audiences online without being able to identify them?  

So, what information do we actually need about our customers? We be able to connect our first party data to the many different advertising personas and IDs that are going to replace cookies. We also need to be able to link personas across different channels. For example, we need to know that the “John” who is currently on our website is the same “John” who is in our CRM, and not another member of “John’s” household. Being able to identify known customers will be crucial to retargeting and analytics.

In order to accomplish this, you are going to need a robust CRM to manger all your first party data. You will also need data provider that is creative and understands how to apply the data.

Pixel data is going to be even more important in identifying customers that are on your website.

Getting consent from customers to use their data is also important, because as soon as someone starts to interact with your brand you should begin to build their profile. We still have over a year before Google starts to phase out cookies, so now is the time to prepare and gather as much 1st party data as possible!


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