Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
- B2B
- Data & Analytics
- Marketing Analytics, Data Provider
- Big Data, Growth Marketing, Marketing Strategy
- Part 1Marketing data philosophy — Kevin Tate // Clearbit
- Part 2Unifying the MarTech data stack — Kevin Tate // Clearbit
- Part 3 Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Show Notes
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02:36Cookie deprecation and its impact on data strategiesCompanies have to think about the data that matters to them. That rationale will guide the strategy used to gather the required data through the various channels.
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03:51Ways marketers are getting around cookie deprecationClearbit offers companies first-party server side based tracking which enables targeting based on title and company. Ad platforms are also used to build lookalike audiences.
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06:42The changing role of data in the organizationCompanies cant collect the volumes of data that they used to. They must consider how data enters their common platforms, what data is collected and where its activated.
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08:02Who the cookie deprecation will hurt and help the mostCompanies spamming peoples inboxes and upholding shady tactics will be hurt from the move. Brands creating value for their customers and trying to understand them will thrive.
Quotes
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"Changing regulations around third-party cookies means that companies need to be much more self-reliant in terms of the data, tracking, and attribution that they conduct in house." -Kevin Tate, CRO, Clearbit
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"I want to believe that the deprecation of third-party cookies hurts the spammers, people who are making the internet a less nice place to be, and cramming our inboxes full of things that don't matter." -Kevin Tate, CRO, Clearbit
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"Id like to believe the deprecation of third-party cookies will reward the companies who are trying to listen to, understand, and help customers find their way to something valuable." -Kevin Tate, CRO, Clearbit
- Part 1Marketing data philosophy — Kevin Tate // Clearbit
- Part 2Unifying the MarTech data stack — Kevin Tate // Clearbit
- Part 3 Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Up Next:
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Part 1Marketing data philosophy — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. Business success is dependent on data and we’re in an age where it’s not enough to just collect the data. Rather, organizations should be thinking about more effective ways to use that data across multiple channels. Today, Kevin talks about marketing data philosophy.
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Part 2Unifying the MarTech data stack — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. Ensuring that your MarTech stack keeps up with all the different channels and apps is definitely a challenge. Which begs the question of whether you should be unifying your MarTech stack or making those touchpoints smarter. Today, Kevin talks about how to unify the MarTech stack.
Play Podcast -
Part 3Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. As the end draws closer for third-party cookies, the way we gather customer data will inevitably be impacted. This also means companies will need to rely heavily on any data tracking and attribution they conduct in-house. Today, Kevin talks about cookie deprecation’s impact on data strategy.
