The decline of user-based tracking and ever-evolving privacy regulations are putting pressure on brands to rethink the way they work with data. Future-proofing your digital marketing strategies is crucial, but many marketers report feeling underprepared. In a recent study by Adobe, only 37% of marketing professionals reported feeling very prepared for a cookieless future, while data showed that 60% of personalization use cases still depend on third-party cookies.
To compete in the new digital advertising landscape, brands need to assess their preparedness in data collection, data management, and measurement. Marketers should be asking themselves: How effectively am I collecting first-party data? How efficiently are my systems connecting data points? And how much am I relying on individual platform metrics to justify investment decisions?
"While many clients we speak with understand the fundamental industry challenges that lie ahead, very few are actually realizing the full benefit of the data assets and MarTech they may already have available, which is ripe for quick wins with just a bit of guidance,” says Michael Monaco, SVP, Marketing Analytics & Systems Strategy at Kepler. "In other cases, clients have started their own MarTech vendor research but simply lack the confidence to make such a costly investment. We can guide them through both the planning and implementation phases to ensure they get the most bang for their buck."
Kepler has helped many clients future-proof their data and measurement capabilities by conducting extensive data audits, examining strengths and weaknesses, making recommendations, and ultimately creating bespoke systems strategies that we then help clients implement.
“New privacy-centric cookie-less technologies are emerging, displacing antiquated methods for media tracking and measurement,” says Robert Blair, Media Director, CUNA Mutual Group. “These imminent changes confounded our ability to target and optimize today’s campaigns and added significant risk to future growth. Kepler Group was instrumental in adapting our digital media ecosystem to address the constantly evolving consumer and data privacy requirements.”
As we’ve helped clients across sectors redesign their digital marketing strategies for the cookieless future, we’ve been able to generate a foundational system for assessing data readiness that we’re now able to offer to new and existing clients who feel underprepared or unsure of their preparedness in the face of industry changes.
Our Data Readiness Consulting service produces customized solutions over the course of a 6-12 week project. Solutions include an audit scorecard highlighting key strengths and weaknesses, primary recommendations for tools, tests, and procedures, and project management support following the audit to help further implement and evaluate recommendations. After the initial consulting engagement, clients are well-prepared to develop their innovation roadmaps, supported by Kepler’s data experts.
Learn more about our Data Readiness Consulting service here.