Google has announced that it will no longer proceed with plans to phase out third-party cookies in the Chrome browser.

However, the company will continue to advance its Privacy Sandbox alternatives, allowing Chrome users to make informed decisions about accepting cookies while browsing.

In their press release, Anthony Chavez, VP, Privacy Sandbox states: “We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers all of us free access to a wide range of content.”

It will become clearer overtime how this “elevation of customer choice” will play out, likely reducing the dependency on cookies.

What we do know, and this remains key despite these recent developments, is a solid first-party data strategy is key for our publishing and media customers at Upland software solutions to gain and maintain a competitive edge.

First-party data refers to information collected directly from your customers and subscribers through interactions on your website, app, or other channels. This is your owned data, making it highly valuable for personalized marketing, customer insights, and building direct relationships without relying on third-party sources, including cookies.

Alongside the quality of first-party data, brands see a 23%-30% churn in email addresses each year. And Upland research shows first-party data from new list subscribers outperforms tenured subscribers’ revenue generation by 200%.

The key to a successful first-party data success, whether forming a new plan or refining an existing strategy, can be broken down into the following elements:

• Data Collection: With the churn figure above, establish reliable methods for gathering data directly from customers through website interactions, apps, email sign-ups, surveys, and loyalty programs. Upland Second Street, tightly integrated with Upland PostUp or Adestra, can work with your brand to grow your databases to negate this churn.
• Consent: Make sure you have an opt-in for users to provide explicit consent on everything relating to planned future messaging. Ensure the questions you ask relate to your campaigns and overall conversion goals.
• Data Maintenance: First-party data intelligence, and associated demographics and preferences, can change over time. Stay up-to-date and plan to learn more about your subscribers and audience.
• Data Integration: Integrate data from various sources (e.g., CRM, website, app) into a centralized system to create a unified view of the customer. Upland software solutions offer many turnkey integrations alongside a robust API for data flow.
• Customer Segmentation: Use first-party data to segment customers into distinct groups based on behavior, preferences, and demographics for targeted marketing.
• Personalization: Leverage the data to deliver personalized experiences across all touchpoints, enhancing customer engagement. 79% of consumers will likely only engage with a brand’s offer if it is directly tied to their previous interactions with the brand.
• Analytics and Insights: Analyze the data to derive actionable insights, inform business decisions, and optimize marketing strategies.
• Data Governance/Security: Implement strong data governance practices to manage data access, ensure security, and maintain data integrity.
• Customer Trust and Transparency: Build trust by being transparent about data collection practices, showing customers how their data is used to improve their experience.

A first-party data strategy, complimented by cookie initiatives such as targeting unknowns to achieve first-party data, needs to adapt with the ever-changing email landscape. From last year’s iOS updates and Mail Privacy Protection rules to the more recent deliverability rules rolled out by Gmail and Yahoo!, an agile approach is vital.

Maintaining email best practices throughout your email campaigns, from automation to design to deliverability, alongside a first-party data strategy will ensure you maximize email engagement and, most importantly, revenue. Contact the Upland team today to set up a walkthrough of our platforms.