{"id":6937,"date":"2022-01-26T19:06:04","date_gmt":"2022-01-26T19:06:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/26\/3-ways-marketers-can-prepare-for-a-cookieless-future\/"},"modified":"2022-01-26T19:06:04","modified_gmt":"2022-01-26T19:06:04","slug":"3-ways-marketers-can-prepare-for-a-cookieless-future","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/26\/3-ways-marketers-can-prepare-for-a-cookieless-future\/","title":{"rendered":"3 ways marketers can prepare for a cookieless future"},"content":{"rendered":"

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Marketers around the world are anxiously awaiting the deprecation of third-party cookies, searching for ways to adapt their campaigns. At our MarTech conference<\/a>, Sharon Kratochvil, Vice President of Global Analytics at Michael Kors, talked about the strategies her team implemented to prepare their brand for this \u201ccookieless future.\u201d<\/p>\n

\u201cThe first campaign that I was asked to run at Michael Kors took 12 hours to produce, which even five years ago was 11 hours and 59 minutes too long,\u201d she said. \u201cNeedless to say, most of our marketing activations were batch and blast.\u201d<\/p>\n

Kratochvil\u2019s team opted for a CDP (they went with ActionIQ\u2019s) to organize and activate valuable first-party customer data, which is crucial in a future without third-party cookies: \u201cOur vision was to leverage all of our customer data, not just subsets of that customer data. So that was key for us, as was the in-memory processing. We could define business variables on the fly, which is critical as we continue to evolve our marketing.\u201d<\/p>\n