Marketing Analytics, MMM & ROI Attribution in a Cookieless World
Marketers relied on cookies to track consumers throughout the internet for decades. Clear, traceable data that indicated who clicked what and when made it feel like a safety net. But now that third-party cookies are being phased out and privacy laws are becoming more stringent, marketers must answer this crucial question: "How can we assess what is effective when the traditional approach is no longer relevant?" This is when more intelligent approaches like enhanced ROI attribution, marketing analytics, and marketing mix modelling (MMM) come into play. Even when user-level tracking becomes hazy, they provide firms with a means of identifying what propels growth. The Challenge of Cookieless Just because tech companies chose to make things more difficult for marketers doesn't mean cookies are going away. Three forces are responsible for the shift: Customers are fed up with being followed without their permission. Businesses are required to be more open by laws such a...