In a world where cookies are becoming scarcer than grandma’s secret recipe, brands find themselves in quite the conundrum. Gone are the days when tracking consumer journeys was as simple as following breadcrumbs through the forest of ecommerce.
Traditional powerhouse brands, once comfortable in their marketing ivory towers, are now scrambling to measure the effectiveness of their full funnel media strategies while newer, nimbler brands pop up like prairie dogs, seemingly unfazed by the cookieless state of affairs.
Many legacy brands are turning to good old-fashioned first party data collection – loyalty programs on steroids. It’s like they’re hosting a digital dinner party and politely asking guests to sign the guestbook instead of secretly noting which appetizers they preferred.
Meanwhile, the measurement game has evolved into something resembling a marketing Rubik’s cube. Brands are stitching together data from various touchpoints – social media, in-store visits, online purchases, and even good old television – creating a patchwork quilt of consumer insights that hopefully makes sense. (it often takes several tries to get it right)
