Good morning, are you looking at new attribution models?
With third-party cookie data fading out, marketers need new moves. As Mike Herrick, the SVP of technology for Airship so eloquently puts it: “Cookies are crumbling, but the milk has already been spilled.” Herrick tells MarTech Today’s Greg Sterling that the impact of data privacy regulations have consolidated power in the hands of the platforms that, “to attain compliance, have nixed third-party data and measurement, instituting end-to-end reliance for marketers.”
So where will the attribution data come from? Sterling spoke to 11 martech industry leaders — CEOs, VPs, C-suite executives and more — to get their takes on the coming attribution challenges and potential solutions as those cookies become obsolete. “Their reactions and responses cluster around three big themes,” writes Greg: “The importance of first-party data and customer engagement, identity resolution as a successor to cookies and developing a more sophisticated, holistic approach to measurement.”
The average B2B buyer’s journey involves at least 13 pieces of content, according to a survey from FocusVision. The research firm polled marketers who purchased a martech solution in the past year to see what impacted their purchase decision. While the types of content being reviewed by B2B buyers included everything from videos and blog posts to white papers, customer reviews and analyst reports, survey participants said the most useful types of content were the product-related materials: product specification, product comparisons and product success stories.
Don’t stop reading yet, we have a Soapbox from Andrew Garberson for you on tracking and analytics and the latest C-suite hires at Bloomreach and Inseev Interactive.
Amy Gesenhues,
Senior Editor
