This is because technological advances create a scenario in constant transformation, with new platforms and formats emerging every year, which requires marketing professionals to tirelessly search for effective ways to analyze data and filter their results.
However, the underlying pain for many businesses is the uncertainty of how the various media contribute to this and the final results amidst a context of changes, restrictions and regulations, as is the case with the transition to the cookieless era.
The cookieless era
First of all, the term “cookie” refers to small text files stored on users’ devices when they interact with websites or online applications.
These cookies play a crucial role in collecting information about user behavior, allowing marketers to track activity, personalize experiences, and target ads more effectively.
In this way, we call the cookieless era the representation of the change in the way companies collect and use data in their marketing strategies. This transition is motivated by concerns about user privacy, thinking about the LGPD and data protection regulations, in addition to the moves of major players in the technology industry to restrict the use of cookies.
Marketing sectors still need to internalize processes and operations regarding the use of data, moving closer to the IT sector in companies.
In another scenario, the use of cookies has always been essential for e-commerce, for example. This is a consequence of retail strategies, basically fueled by traffic and first interaction campaigns.
In the competitive e-commerce market, brand building and recognition take a back seat when we talk about the top of the funnel. Therefore, the visibility and traffic generated in these initial stages are the basis for remarketing actions that use and abuse cookie-based strategies.
Assessing this new scenario, companies need to adapt, find new ways to collect data and offer personalized experiences, while respecting users' privacy and rights.
Adopting the user journey to measure results
The first crucial lesson in this scenario is to abandon the search for absolute truth in data and adopt a perspective centered on the user journey, instead of clinging to the last click or, as it is known, the last click.
This paradigm shift is essential to building a more holistic understanding of the impact of media. It has become imperative to develop a deep intimacy with the data, the business and the market, creating solid connections between the campaigns executed and their effects on performance indicators.
Adopting the user journey as an approach to measuring results is essential to understanding singapore phone number example how different interactions and stages influence the overall performance of your marketing strategies. Here are some recommendations:
1. Map the user journey
Start by mapping out the different touchpoints users have with your brand, from discovery to conversion. This could include website visits, social media interactions, newsletter subscriptions, product viewing, adding to cart, etc.
For an e-commerce, for example, the journey might include stages such as "awareness" (product discovery), "consideration" (website visits, product exploration) and "decision" (adding to cart and purchase).
This can undoubtedly help you with seasonal events, such as creating strategies for the event of the year: Black Friday.
2. Define micro and macro conversions
Identify the intermediate actions users take at each stage of the journey. This could include ad clicks, form completion, time spent on pages, etc. Additionally, define macro conversions that represent the final goal, such as purchases or signups.
For a content site, a micro conversion could be subscribing to a newsletter, while a macro conversion would be downloading an eBook.
3. Proper attribution
Avoid the “last click” trap when attributing conversions. Instead, consider how interactions at different stages of the journey contributed to the final conversion.
Attribution models like linear attribution, decay, and even machine learning models can be used to better understand the relative value of each touchpoint.
If a user saw an ad, visited your site a few times, and finally made a purchase, assign a value to each interaction to understand how much each contributed to the conversion.
4. Analyze the time spent on each step
Observe how much time users spend at each stage of the journey. This can indicate engagement and interest.
If many users spend a lot of time exploring your products but then abandon their cart, it could indicate problems with the shopping experience.
5. Create segments based on the journey
Segmenting your audience based on where they are in the user journey allows you to personalize messages and offers, maximizing engagement and conversions.
Targeting users who are in the “consideration” stage with ads that highlight the benefits of your products can be more effective than showing the same ad to everyone.
6. Use advanced analytics tools:
Advanced analytics tools can help you track user conversion paths and understand how different channels and interactions contribute to final conversions.
Try using conversion funnel tools to visualize where users are dropping off in the purchasing process.
Read also: 4 ways to optimize conversions in ecommerce
Strategic metrics to uncover KPIs
To apply these recommendations, the user journey must be broken down into a series of touchpoints, each monitored and, if possible, linked to a specific stage of the campaign.
One example is to consider a brand awareness strategy, where the intention would be to direct users to explore different product categories. In the intermediate stages of the funnel, the objective might be to encourage users to add items to their shopping cart.
Each company has its own particularities, and the more personalized the metrics are, the deeper the knowledge gained about the data itself and the consumer journey. Understanding which Key Performance Indicators (KPIs) to monitor and how to measure the results of your campaigns is a vital component to having a clear view of the participation of the media in the final result.
Imagine an online store that is preparing for a major campaign during the holiday season. In this scenario, well-defined strategic metrics will help uncover relevant KPIs and measure the success of the campaign, such as transactions and revenue.
How to Succeed in a Cookieless Scenario
To face this scenario, some challenges are encountered along the way. However, we have separated some suggestions for entrepreneurs operating in the e-commerce space. Such as:
Master business data by abandoning the mindset that IT provides a service to marketing. View data as a vital part of the operation and seek a deep understanding of how it can be leveraged to improve campaign performance;
Have a Test & Learn process, developing a culture of continuous learning. To do this, implement testing processes to obtain quick insights and use these learnings to optimize future strategies;
Focus on the user, which with the limitation of cookies, becomes even more essential. Therefore, focus on creating engaging and meaningful shopping experiences that cultivate a strong relationship between consumers and the brand;
Define strategic KPIs that represent the success of campaigns in terms of transactions and revenue. However, do not neglect the intermediate points of the user journey, tracking each stage and linking it to campaign strategies;
Having creativity and fundamentals, in which in a cookie-free environment, these two marketing fronts gain prominence. Therefore, explore new ways to reach your target audience and build lasting relationships.
In this way, the transition to the cookieless era marks a significant change in the digital marketing landscape.
The search for a clear vision of the media’s participation in the final result of an action now requires a deeper and more adaptable approach. Embracing this change with a mindset of constant learning, user-focused and creativity, which are fundamental points to overcome challenges and build successful strategies in the post-cookie world.
CTA | MATH ADS