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The 3 analytics and data management trends that will mark 2021

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The 3 analytics and data management trends that will mark 2021

Two and a half years after the great shock caused by the approval of the General Data Protection Regulation (GDPR) in Europe, the world of analytics and how to buy a uk phone number management continues to experience profound changes that directly influence the way people work. brands, platforms and agencies . What’s to come in data management in 2021? How will these trends affect the relationship between data mining and digital marketing key trends in analytics and data management for 2021
We highlight three of the trends that we will see develop throughout 2021 in terms of data management :
Users’ concerns regarding the privacy of their data will continue to grow
The demand for greater transparency in the management of personal data by companies has become general in recent times. Those of us who work in marketing perceive cookies as harmless, but the sentiment of users in general is closer to concern . This has been confirmed by a survey carried out by Braze in the United States: more than 82% of users gave great importance to the privacy of their data compared to only 29% of marketers.The latest changes in the legislation that affects the management of cookies give users greater power to give or revoke the acceptance of cookies as they browse the Internet, but the consequences of this new reluctance on the part of users do not remain there. The browsers Safari and Firefox are more advanced than Chrome in terms of blocking third-party cookies , but all are in one way or another heading towards a cookieless scenario . And Apple’s new iOS 14 is yet another stone in the way of free exploitation of third-party cookies to personalize advertising.

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Platforms are increasingly vetoing the use of Third Party Cookies In analytics, we will go from a  gulf email list  world of certainties to one of approximations The direct consequence of the change in attitude of users towards cookies is the disappearance of the bargaining chip that existed until now between advertisers, platforms and publishers to personalize advertising . In the short term, it is to be expected that brands will take advantage of the transition moment, since there is still a certain margin of time (the deadline that Google has set to implement the change in Chrome points to 2022 ).

At the same time, the search for alternatives and solutions has already started slowly and relentlessly. These go through taking advantage of the advantages of machine learning techniques to make very precise estimates, identify patterns and find correlations between groups of data . With the resignation of a part of the users to register their cookies, the brands will lose relevant insights , but the measurement of an important part of the total cookies will be maintained and, from it, the global scenario can be approximated . This is the model from which the conception of the measurement of the new Analytics 4 starts .
Getting better First Party Data and ending data silos will be key goals for brands
According to Merkle’s 2021 Customer Engagement Report , more than half of the brands surveyed say that strengthening First Party Data engagement strategies is their main goal for this year. And is that one of the ways to overcome the obstacle of the limits to Third Party Cookies is to start working from now on obtaining First Party Data in greater quantity and better quality . Therefore, the interest of brands to create their own walled gardens will grow , that is, of environments or platforms to which access is granted in exchange for the registration of user data.Source: Merkle’s 2021 Customer Engagement Report
Source: Merkle’s 2021 Customer Engagement Report
On the other hand, it is likely that the company already works with very relevant first-party data , which is normally stored in the CRM . In this case, the lack of uniformity between systems blocks the ability to better understand the audience and orchestrate effective cross-channel campaigns . The integration of data between systems will undoubtedly be another of the data management areas in which brands will work the most in 2021.
Data management to respond to the challenges of the cookieless world
The current model for managing third-party cookies is coming to an end and brands cannot continue to react with the same calm as in the past . Those that respond with agility to this challenge will overtake their competitors and earn points for users.
At Labelium we are experiencing the paradigm shift very closely and we know that it is not an easy path. We invite you to contact us if you want our Data specialists to help you define a data management strategy adapted to the reality that will soon dominate the sector.

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