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EMBRACING FIRST-PARTY DATA: THE GROWING IMPORTANCE OF BEHAVIORAL INSIGHTS

June 07, 2023

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Although the end of third-party cookies has been a moving target, Google is on
track to completely deprecate them in the second half of 2024. In preparation
for this major shift in how marketers gather data, now is the time to evaluate
the tools you use to collect customer data, what data sources you rely on, and
whether the data you currently have access to is enough to supplement the
insights third-party cookies previously provided.

So, how do you get that insight and visibility that will be lost with the
removal of cookies? What’s the best way to obtain accurate, reliable, and
privacy-compliant information about customers? It comes down to making
first-party data your first priority. This gives you the opportunity to truly be
one-to-one with customers so you can personalize communications on customers’
preferred channels to drive engagement, increase conversions, and build
long-term loyalty. And what’s the key to personalization, which has the
potential to generate a 10% uplift in sales? Behavioral experience insights.


FUEL YOUR DATA STRATEGY WITH BEHAVIORAL EXPERIENCE INSIGHTS

Behavioral experience insights are essential for creating accurate customer
profiles and building a successful first-party data strategy. These insights are
at the core of how marketers can better understand customers, predict purchasing
patterns, and optimize campaigns with smart segmentation. In-depth visibility
into customer interactions, including intent, interests, pain points, and
customer preferences, are signals that take on much deeper meaning when you can
see not just what actions were taken, but why.

The first-party data gathered by behavioral experience insights gets you closer
to forging real connections with customers and is more direct and reliable than
third-party data. It also protects your customers’ privacy because it’s data
they expect your brand to have access to, unlike the data gathered by
third-party cookies which can reveal customer behaviors that aren’t directly
connected with your brand. 

When you can leverage behavioral insights to track customer engagement over
time, identify emerging trends, and better align with changing customer needs,
you can:

 * Create more personalized experiences with 1:1 communications based on the
   customer’s buyers experience, not only their preferences
 * Better target your audience by building segments based on intent and product
   interests
 * Differentiate your brand with hyper-personalized experiences that grow
   customer lifetime value
 * Optimize campaigns in real-time for maximum impact instead of reacting only
   after a campaign is completed and analyzed

The path to personalization starts with first-party data, but it doesn’t end
there. There is one missing puzzle piece required to obtaining a complete
understanding of the customer journey. Incorporating behavioral experience
insights is a crucial part of a comprehensive first-party data analysis.

Contact us today to learn how to integrate behavioral experience insights and
strengthen your first-party data strategy.

What do you want to achieve?

Contact us and we’ll help you get there.

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