By Niveditha Kalyanaraman

With farewells being bid to third-party cookies, businesses are on the hunt for fresh approaches to engage and connect with their target audiences. Adapting to the growing demand for privacy, security, and greater control over personal data presents a formidable challenge for marketers.

In a panel discussion at ad:tech 2024 titled ‘Ways To Grow First Party Data,’ industry leaders tossed around various ways their brands tried to grab onto first-party data, as a cookieless world does not translate to a dataless world.

Ruchira Jaitly, Chief Marketing Officer, Diageo India, shed light on how first-party data is content-driven for her brand category (that is not legally allowed to advertise) and that consumer experiences and engagement are key to gaining first-party data.

“Consumers share information with the brand as they derive some value from the content and experiences we offer to them” she justified, admitting that though the exchange may not be monetary or transactional, it builds a lifetime value that the brand can utilise to create something that's really powerful.

For Priyanka Gandhi, Director - Integrated Brand Experience Lead at Colgate-Palmolive (India), first-party data collection (as a FMCG brand) is reaped through solving specific people's problems. The focus, she remarked, has been on solving that particular problem and building further engagement based on it.

“For us, we focus heavily on personalisation and, in return, get better interactions and build better experiences,” she added.

When asked to cite the client’s side of this narrative, Narin Shetty, Group President, Valueleaf Services (India) shed light on the segmentation of the acquired data that his agency does. Data, he remarked, is a goldmine, and too much data, if not properly used, could go to waste.

Read Full Story https://bestmediainfo.com/2024/03/how-brands-can-grab-more-crumbs-of-firstparty-data-in-a-post-cookieless-world