{"id":14028,"date":"2022-02-16T21:01:06","date_gmt":"2022-02-16T21:01:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/16\/identity-management-in-a-world-without-third-party-cookies\/"},"modified":"2022-02-16T21:01:06","modified_gmt":"2022-02-16T21:01:06","slug":"identity-management-in-a-world-without-third-party-cookies","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/16\/identity-management-in-a-world-without-third-party-cookies\/","title":{"rendered":"Identity management in a world without third-party cookies"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>The <a href=\"https:\/\/martech.org\/what-is-identity-resolution-and-how-are-platforms-adapting-to-privacy-changes\/\">restrictions<\/a> on data collection via third-party cookies have made customer identification more important than ever. And while many marketers focus primarily on developing new methods of data procurement and analysis, some professionals argue improving customer experiences accomplishes the goal more effectively.<\/p>\n<p>\u201cWe\u2019re talking about customer experience \u2014 classically that can mean outbound campaigns, product-driven or brand-driven, but it can also mean modern, inbound campaigns where we\u2019re trying to map and follow a customer journey,\u201d said Steve Zisk, senior product marketing manager at Redpoint Global, in a recent webinar. \u201cIn that context, we all understand that the customer data we\u2019re looking at today is based on the number of different channels and the devices they like to use.\u201d<\/p>\n<p>\u201cThe real core question becomes, \u2018What can we, as marketers, do to improve the customer experience?\u2019\u201d he added.<\/p>\n<p>Successful customer identity management begins with orchestrating high-quality customer experiences. This means marketers must address their data issues and, ultimately, craft engaging journeys that help create full customer profiles.<\/p>\n<h2 id=\"h-data-quality-issues\">Data quality issues<\/h2>\n<p>\u201cOne of the challenges that we see with our clients is getting quality data,\u201d said Kris Tomes of Redpoint in the same webinar. \u201cThe struggle becomes, \u2018Is my data dirty? Is there consistency in how it\u2019s formatted and how it\u2019s stored?\u2019\u201d<\/p>\n<p>\u201cAt the end of the day, there are [often] inadequate data,\u201d he added.<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"788\" height=\"442\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43.png\" loading=\"lazy\" alt=\"\" class=\"wp-image-348736\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43.png 788w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43-600x338.png 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43-200x113.png 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43-768x431.png 768w\" sizes=\"auto, (max-width: 788px) 100vw, 788px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" width=\"788\" height=\"442\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43.png\" loading=\"lazy\" alt=\"\" class=\"lazyload wp-image-348736\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43.png 788w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43-600x338.png 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43-200x113.png 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-09_23_43-768x431.png 768w\" data-sizes=\"(max-width: 788px) 100vw, 788px\"\/><figcaption>Source: Kris Tomes<\/figcaption><\/figure>\n<p>Poor data makes it difficult for brands and marketers to communicate effectively with their customers. Zisk and Tomes highlighted some of the most common data quality pain points brands experience:<\/p>\n<ul>\n<li>Dirty data, which is missing, inconsistent, or erroneous<\/li>\n<li>Noisy data, which is conflicting or misleading<\/li>\n<li>Sparse data, which has too few values or too many attributes<\/li>\n<li>Inadequate data, which wasn\u2019t fully collected or used biased sampling<\/li>\n<\/ul>\n<p>In an era of third-party cookie depreciation and privacy concerns, these pain points can be addressed effectively with identity resolution platforms. Tools of this nature comply with privacy legislation while providing valuable insights to marketers by connecting customer data from multiple touchpoints.<\/p>\n<hr class=\"wp-block-separator\"\/>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-image-fill has-background\" style=\"background-color:#fef9f3;grid-template-columns:24% auto\">\n<figure class=\"wp-block-media-text__media\" style=\"background-image:url(https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/eirp_mir_cover-232x300-1.jpeg);background-position:50% 50%\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"232\" height=\"300\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/eirp_mir_cover-232x300-1.jpeg\" loading=\"lazy\" alt=\"\" class=\"wp-image-337537 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/eirp_mir_cover-232x300-1.jpeg 232w, https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/eirp_mir_cover-232x300-1-87x113.jpeg 87w\" sizes=\"auto, (max-width: 232px) 100vw, 232px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" width=\"232\" height=\"300\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/eirp_mir_cover-232x300-1.jpeg\" loading=\"lazy\" alt=\"\" class=\"lazyload wp-image-337537 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/eirp_mir_cover-232x300-1.jpeg 232w, https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/eirp_mir_cover-232x300-1-87x113.jpeg 87w\" data-sizes=\"(max-width: 232px) 100vw, 232px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<p class=\"has-medium-font-size\">Identity resolution is not only critical to marketing success but is essential for compliance with consumer privacy laws such as CCPA and GDPR.<em> Explore the platforms essential to identity resolution in the latest edition of this <strong>MarTech Intelligence Report.<\/strong><\/em><\/p>\n<p class=\"has-medium-font-size\"><em><a href=\"https:\/\/downloads.digitalmarketingdepot.com\/MIR_1902_IDResPlatf_landingpage_mtt.html\">Click here to download!<\/a><\/em><\/p>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator\"\/>\n<h2 id=\"what-should-marketers-do-with-third-party-data\">What should marketers do with third-party data?<\/h2>\n<p>\u201cWe all recognize that the data we have about customers is imperfect and incomplete,\u201d Zisk said. \u201cTo overcome those problems, we often will turn to something else to get more information about our customers. Sometimes it can be very reliable \u2026 Other times we\u2019re looking for other information from adtech or something else. At some level, we feel that the information isn\u2019t relevant or personal enough.\u201d<\/p>\n<p>Zisk noted that marketers may also use third-party data to \u201cshake the tree,\u201d or attempt to procure customers from larger platforms such as Amazon. However, this information may not be the most actionable.<\/p>\n<p>\u201c[Third-party data] is cheap and it\u2019s easy, but there are potentially some problems with it,\u201d said Zisk. \u201cConsumers may not like to have ads following them around the network. They may not want to come back if we\u2019ve done something to fatigue them.\u201d<\/p>\n<p>He added, \u201c<a href=\"https:\/\/www.redpointglobal.com\/resources\/harris-poll\/\" target=\"_blank\" rel=\"noreferrer noopener\">39%<\/a>\u00a0of consumers say they\u2019ll no longer do business with a company that doesn\u2019t offer a specific, personalized experience, so if I misuse the data, I\u2019m going to have problems.\u201d<\/p>\n<p>Zisk argues that procuring first-party data is a more effective way to understand consumer preferences. Instead of relying on a slew of ads across third-party platforms, marketers can use information gleaned from their own resources to gain insights and resolve all signals from customer journeys. This can help <a href=\"https:\/\/martech.org\/what-is-personalized-marketing-and-how-is-it-used-today\/\">improve personalization<\/a> and, in turn, engagement.<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter digital marketers rely on.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<h2 id=\"why-brands-are-turning-to-identity-resolution-platforms\">Why brands are turning to identity resolution platforms<\/h2>\n<p>To make the most out of customer data, more and more marketers are turning to identity resolution processes. This data collection method works to create a picture of the customer, including their preferences and needs, using information from relevant touchpoints.<\/p>\n<p>Tomes says identity resolution is all about \u201cfinding commonality within an entity across disparate data sources.\u201d<\/p>\n<p>\u201cIt\u2019s about identifying the elements that we would use to create the [customer] identity,\u201d he said. \u201cIt\u2019s about pumping all that data into an identity resolution process that uses those [data] fields to compare the records.\u201d<\/p>\n<p>\u201cAcross those disparate data sources we\u2019re able to identify a person,\u201d he added.<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"788\" height=\"440\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35.png\" loading=\"lazy\" alt=\"\" class=\"wp-image-348750\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35.png 788w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35-600x335.png 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35-200x113.png 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35-768x429.png 768w\" sizes=\"auto, (max-width: 788px) 100vw, 788px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" width=\"788\" height=\"440\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35.png\" loading=\"lazy\" alt=\"\" class=\"lazyload wp-image-348750\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35.png 788w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35-600x335.png 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35-200x113.png 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_07_35-768x429.png 768w\" data-sizes=\"(max-width: 788px) 100vw, 788px\"\/><figcaption>Source: Kris Tomes<\/figcaption><\/figure>\n<p>He and Zink recommended that marketers prioritize creating a \u201cgolden record\u201d while undergoing the identity resolution process. This information is designed to serve as the single source of truth for customer profiles, helping to ensure marketers retain the most accurate view of their audience.<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"786\" height=\"441\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59.png\" loading=\"lazy\" alt=\"\" class=\"wp-image-348754\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59.png 786w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59-600x338.png 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59-200x113.png 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59-768x431.png 768w\" sizes=\"auto, (max-width: 786px) 100vw, 786px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" width=\"786\" height=\"441\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59.png\" loading=\"lazy\" alt=\"\" class=\"lazyload wp-image-348754\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59.png 786w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59-600x338.png 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59-200x113.png 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/screenshot-www.bigmarker.com-2022.02.16-10_17_59-768x431.png 768w\" data-sizes=\"(max-width: 786px) 100vw, 786px\"\/><figcaption>Source: Kris Tomes<\/figcaption><\/figure>\n<p>\u201cThat record shows the best way to identify a person,\u201d Tomes said. \u201cIt could be based on any number of rules \u2026 It usually is narrowed down to the elements of PII [personally identifiable information].\u201d<\/p>\n<p>PII is the cornerstone of identity resolution and management. Without it, marketers have little chance of offering engaging, personalized experiences.<\/p>\n<p>Tomes suggests marketers build their golden profiles using this information gleaned from identity resolution platforms. And once collected, they can use it to build better environments for their customers.<\/p>\n<p>\u201cAt the end of the day, we can begin to create summary data sets,\u201d he said. \u201cThen we can look across transactions and web behavior and begin to create a one-stop-shop.\u201d<\/p>\n<p><a href=\"https:\/\/www.bigmarker.com\/third-door-media\/It-s-Now-or-Never-Prioritize-Your-Customer-s-Digital-Experiences-in-2022\" target=\"_blank\" rel=\"noreferrer noopener\">Watch this webinar presentation at Digital Marketing Depot.<\/a><\/p>\n<div class=\"wp-block-cover has-background-dim\" style=\"background-color:#fef9f3\">\n<div class=\"wp-block-cover__inner-container\">\n<h4 class=\"has-black-color has-text-color\" id=\"h-snapshot-identity-resolution-platforms\"><strong><span style=\"text-decoration: underline;\">Identity resolution platforms: A snapshot<\/span><\/strong><\/h4>\n<p class=\"has-black-color has-text-color\"><strong>What it is.<\/strong> Identity resolution is the science of connecting the growing volume of consumer identifiers to one individual as he or she interacts across channels and devices.<\/p>\n<p class=\"has-black-color has-text-color\"><strong>What the tools do.<\/strong> Identity resolution technology connects those identifiers to one individual. It draws this valuable data from the various channels and devices customers interact with, such as connected speakers, home management solutions, smart TVs, and wearable devices. It\u2019s an important tool as the number of devices connected to IP networks is expected to climb to more than three times the global population by 2023, according to the <a class=\"snapshot\" rel=\"noreferrer noopener\" href=\"https:\/\/www.cisco.com\/c\/en\/us\/solutions\/executive-perspectives\/annual-internet-report\/index.html#~insights\" target=\"_blank\">Cisco Annual Internet Report<\/a>.<\/p>\n<p class=\"has-black-color has-text-color\"><strong>Why it\u2019s hot now.<\/strong> More people expect relevant brand experiences across each stage of their buying journeys. One-size-fits-all marketing doesn\u2019t work; buyers know what information sellers should have and how they should use it. Also, inaccurate targeting wastes campaign spending and fails to generate results.<\/p>\n<p class=\"has-black-color has-text-color\">This is why investment in identity resolution programs is growing among brand marketers. These technologies also ensure their activities stay in line with privacy regulations.<\/p>\n<p class=\"has-black-color has-text-color\"><strong>Why we care.<\/strong> The most successful digital marketing strategies rely on knowing your potential customer. Knowing what they\u2019re interested in, what they\u2019ve purchased before \u2014 even what demographic group they belong to \u2014 is essential.<\/p>\n<p class=\"has-black-color has-text-color\"><a class=\"snapshot\" href=\"https:\/\/martech.org\/what-is-identity-resolution-and-how-are-platforms-adapting-to-privacy-changes\/\"><strong>Read next: What is identity resolution and how are platforms adapting to privacy changes?<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<hr\/>\n<div class=\"about-author\">\n<h3>About The Author<\/h3>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\"> <noscript><img decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/corey-patterson-headshot.jpg\" loading=\"lazy\"\/><\/noscript><img decoding=\"async\" class=\"lazyload img-fluid\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/09\/corey-patterson-headshot.jpg\" loading=\"lazy\"\/><\/div>\n<\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p> <iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/identity-management-in-a-world-without-third-party-cookies\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cpatters7&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cpatters7&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\"><\/iframe><\/noscript><\/p>\n<p> Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/identity-management-in-a-world-without-third-party-cookies\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The restrictions on data collection via third-party cookies have made customer identification more important than ever. And while many marketers focus primarily on developing new&#8230;<\/p>\n","protected":false},"author":1,"featured_media":14029,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-14028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Identity management in a world without third-party cookies - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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