by Mathew Broughton on 1st Jul 2021 in TRADERTALK

In this latest episode of TraderTalk TV, Rob Armstrong, VP, Product at Eyeota, join's ExchangeWire's Lindsay Rowntree to discuss the role of cohort-based onboarding in the future model of marketing.

In this session, Armstrong and Rowntree discuss:

- The shift to privacy-first
The ongoing shift to a privacy-first digital world means that marketers are having to think differently about their data. And that’s a good thing. As brands and agencies look to bridge the gap that the loss of third-party cookies will leave in their existing data-driven marketing plans, they’re simultaneously awakening to new opportunities to expand the scope and function of their first-party data.

- The challenges for brands using data
Brands have always been faced with a dizzying pace of change. That pace has continued to accelerate over the last couple years. I don’t need to go into the details of the list that starts with the deprecation of third-party cookies, Apple’s IDFA updates and evolving privacy regulations… The reality is that this pace won’t decelerate in the near future.

The challenge is that with the latest raft of changes, brands have to take stock of their data assets and reevaluate all of the strategies, technologies and methods they have developed over the last decades to ensure they are ready for the future.

-Onboarding
Most marketers are familiar with activation strategies that are based on 1:1 deterministic data onboarding. What they’re less familiar with is the concept of using varied sources of first-party data to create powerful audience cohorts. But in fact, the onboarding process can leverage a variety of data sources, both offline and online, that hold the value of the behavioral patterns of current and future customers.

- Cohorts
Cohorts is becoming a marketing buzzword of 2021 - Google FloCs- their interest-based advertising opportunity replacing third party cookies based targeting. But what are they? Clustering of large groups of people with similar characteristics in a way that protects individuals’ privacy by default. Today’s marketers need ways to use their first-party data to power more effective upper funnel activity, fill in their knowledge gaps and use their data at scale. This is where cohort onboarding methodologies win. The organizations that have already realized the value of cohort methodologies and probabilistic onboarding, on top of any deterministic data strategies, are going to be at a competitive advantage as cookies and other legacy identifiers disappear.

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