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How to pivot to a first-party data marketing strategy
Journal of Digital & Social Media Marketing,
10
(1),
52-60
(2022)
Abstract
In June 2021, Google sent shockwaves through the marketing and paid digital advertising world when it announced its plans to protect user privacy and consumer data by removing third-party cookies from its Chrome web browser by 2023. This paper describes what the road to a first-party data marketing strategy looks like: where to start, what your priorities should be, what you will need to know to succeed, and what success will look like when you get there.
Keywords: first-party data; third-party cookies; consumer privacy; GDPR; Google Topics; martech; customer data platform (CDP)
The full article is available to subscribers to the journal.
Author's Biography
Jascha Kaykas-Wolff is President of Lytics, where he is responsible for go-to-market, customer success and operations. As an executive business leader with a creative flair, Jascha has built teams that transformed the customer and user experience at such companies as Mozilla, BitTorrent, Mindjet, Involver (acquired by Oracle) and Webtrends. He is the author of ‘Growing Up Fast: How New Agile Practices Can Move Marketing and Innovation Past the Old Business Stalemates’, and producer and co-host of the podcast, ‘This is Your Life in Silicon Valley’.
