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When Google announced plans to end Chrome's support for third-party cookies to protect users' personal information, it signaled a sea change in the marketing industry. Since most marketing targets potential customers based on personal data such as third-party cookies and exposes personalized advertisements for each customer, the inability to use third-party cookie data means that personalized targeting advertisements as they are now are no longer possible. It meant that it couldn't be done. internet cookie data image Image source – Freepik Zero Party Data replacing third-party cookies? When Google announced the end of third-party data, companies began looking for data that could replace third-party data. What has been called an alternative data is the ‘zero party cookie.’ What is Zero Party Data? Zero-party data is data intentionally and proactively provided by customers under the condition that they consent to the collection of information .
For example, zero-party data includes preferences, interests or other personal information that customers willingly provide to a business. In the case of a clothing retailer, zero-party data includes customer-preferred style and size information collected by directly surveying Special Data customers. Pros and Cons of Zero Party Data Zero-party cookie data is data provided when the customer recognizes and agrees to the purpose of data collection and use, so it has the advantage of being highly reliable and able to accurately identify customers' needs in a more raw manner . However, the disadvantage is also clear: the information cannot be obtained unless the customer consents. If customers only agree, you can obtain data that is much more reliable than third-party data, but it is inevitable that there will be a small number of customers who will consent to the collection of personal preference information even if they know that it will be stored and used by the company.
Compared to targeting through third-party data, which could be used without requiring any permission, realistic usability would be greatly reduced because it would be difficult to collect sufficient amounts for an appropriate level of use. In other words, zero data may actually show little of the potential we expected from its original definition. So the data we need to pay attention to in this section is ‘ search data ’. Images of customers searching various keywords on search engines Image Source – Adobe Stock Can search data reveal the true intent of customers? So, what on earth is search data that is said to replace third-party data and reveal the true intentions of customers? What is search data? Search data, as the word suggests, is data obtained by analyzing the search terms used by customers when searching and reverse analyzing the content published in the form of a search results page. If it can be easily defined in one sentence, it can be defined as the consumer's search intention ( It is an unstructured data set that contains the relationships between each search term along with the intent .
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發表於 2024-1-9 14:31:08