For more than twenty years cookies have been on top of the tracking digital marketing hierarchy allowing marketers to find users based on their online characteristics and behaviors and deliver advertising to them on the web. This allowed marketers to provide more relevant advertising to individuals, but the golden era of the cookies is now gone, and many people are wondering how to do digital marketing without this useful tool.
The end of cookies represents a big challenge to all digital marketers, but there is a number of testing strategies that can be used, and in this article, you will find some of the main ones.
If you want to see whether the marketing activities have an impact on given KPIs, this geo-testing is a good method to use. It uses the location to define control and testing groups instead of cookies, and it is similar to A/B testing.
Using this method will help you define areas such as postcodes or cities where a certain activity is running. You can use this data to compare it with the areas where that activity is turned off and observe a rise in performance. To gather statistically significant results you will need enough funds for a sustained test period from one to three months, so this method is mostly used for mature businesses.
It examines the paths to conversion to determine the impact of individual exposure to marketing and how each channel affects the probability of conversion. Thanks to the attribution analysis you will have a detailed insight into how users move forward from the first interaction they had with your advertising.
However, it rarely takes into consideration the account’s organic activity or baseline sales that would happen regardless of the advertising activity, so the results might be skewed due to the lack of information.
Econometrics (Marketing Mix Modelling)
This method represents the use of statistical analysis to measure the effectiveness of your advertising, like the impact of television ads on brand searches, and produces a statistical model of activity for one channel. It uses a lot of data points and needs to be run overtime, but it gives a good overview of each channel’s impact on sales.
Econometrics will help you make important decisions on big-budget splits between channels, but it cannot be used for smaller questions such as how to optimize your bids. If you do not have much data yet, we suggest you skip this method for now since it needs a couple of years of data to be accurate.
This strategy has been introduced into the marketing world by Facebook, and it relies on a unique identifier that is related to the user, not the device. People-based targeting has three key elements:
- Identification. Brands need to identify their customers and connect them properly on various different devices.
- Data. From purchase data to email engagement, nowadays brands have much data about their customers. The identification-first data helps brands target their customers more effectively.
- Automation. Helps brands unlock a singular view of the customers, attaching all of the data to a single source.
We will Help You Move Your Marketing Strategy Forward
If all this looks a bit scary to you, you can relax because we will be there to help you. With us by your side, you will be able to explore new technologies and adapt to these changes easily. Our top-notch marketers will make things better by implementing new methods that will make your advertising more relevant and less invasive.
All you have to do is to get in touch with the leading web marketers in West Palm Beach.