The move to first party data shouldn’t be delayed

There seemed to be a lot of relief that this impending cookie-less future was further away when Google announced  last Friday that they are delaying Chrome’s cookie-blocking privacy plan until 2023.

But the time to connect with your customers is now. The deadline that had been looming was the catalyst for brands to reflect on the way we target and market to audiences. This reflection should not stop.

I get that transitioning to a first and zero party data strategy can be challenging, particularly if it’s just one of a number of digital transformation projects on the go. And the delayed deadline may mean that it’s a project that is no longer an immediate priority.

First party data is your business’s biggest asset, and represents an opportunity for your business to build a unique customer experience and defensible competitive advantage. By unlocking this value, the death of the third party cookie has less impact, especially when you’re leveraging your biggest asset the right way.

Safari and Firefox have already deprecated third party cookies and there will still be a reliance on cookies and first party data in the near term; the evolution of measurement solutions will not happen overnight. It’s an encouraging step that Google wants to iterate their Privacy Sandbox solutions further. 

Don’t wait until third party cookies are gone

My suggestion is to take the momentum that has been built around first party data and implement a strategy as soon as possible. This will provide a longer runway for testing, learning and iteration. 

This could mean investing to solve for customer privacy, evaluating new adtech and martech, and getting current customer data fit for purpose. Ensuring there is durable measurement and tagging in place plus an investment in additional sources of first party data are two excellent steps to progress with.

Having richer, more complete information on your customers will allow your brand to create more tailored strategies and connect with more personalised customer experiences, resulting in better retention, increased brand engagement and loyalty.

To find out more about how you can better capture data from your customers and in turn create better experiences please get in contact with me or the Datisan team.

Need a reminder on what is interpreted as first and zero party data? Read our blog post from 2020 here.

… is critical to Datisan’s vision of creating better experiences and it is really exciting when we grow our capabilities in this space.

Welcome to our new Customer Success Manager, Alick Homann! 

Alick joins Datisan in our Brisbane office from Platinum Electrical and Air, where he was the Business Unit Manager for their growing IT and structured cabling department. 

Alick has six years of experience in the IT software and infrastructure industry working for various companies such as Cisco, HPE and Nutanix,  and has collaborated with businesses like JBS Swift, QUT, Sunsuper and Glencore to help consolidate infrastructure to enable cloud adoption, scalable infrastructure (both data centre and network) and software driven topologies. 

Through his years of experience, Alick has developed a customer-centric approach to helping solve complex business challenges by aligning customer outcomes with the right mix of technology.

When asked about his passion for the client success and engagement Alick commented,

I have a great passion for helping customers understand and navigate emerging technologies to solve their challenges. I love taking a solution from concept to deployment with a customer, and I am excited to apply my background to data and analytics to help create compelling, data-driven customer experiences.

Alick will be working closely across Datisan’s clients in adtech, martech and cloud, with the purpose of driving strong relationships and managing project outcomes.

new start Alick Homann
Alick Homann, Datisan’s latest Customer Success Manager

Datisan’s Head of Business Development, Mike Cornwell, welcomes Alick to Client Success team by saying,

It’s exciting to have welcomed Alick to the growing Datisan team and great to see our customer success function start to scale. Alick has shown impressive credentials in understanding what value represents for our customer’s and mapping it back to technology and work streams.

When asked about joining Datisan Alick said,

It’s a great time to be joining the Datisan team – I’ve already been a part of their annual DATA Day which was an awesome way to meet, and collaborate with, my new colleagues. Datisan is a respected brand in the market that has exceptional talent at the helm – I’m expecting to gain a lot of knowledge along the way.  I am eager to use my experience in software and infrastructure to help clients create positive experiences for their customers while driving cross-channel revenue generation and improving their overall ROI.

Welcome to Team Datisan Alick!

Interested in working with Datisan? Check out our Careers Page for open roles or apply through our Talent Pool.

Introducing Sumen Pooni 

We’re so excited to share with you Datisan’s newest team member – Sumen joins Datisan in our Brisbane office from the University of Queensland, where he was the Marketing Intelligence Analyst responsible for digital data, analytics and insights for UQ’s International team.

Sumen has over 10 years of experience in the digital marketing industry, working for various organisations such as digital agencies, Microsoft Bing’s Data team and News Corp Australia,  specialising in using data, analytics and marketing technology to help organisations overcome technical and technological challenges and help improve overall customer experience and ROI.

Sumen Pooni, Datisan’s new Data Analytics Specialist

Throughout his career over these years, Sumen has developed great passion to contribute to organisations’ growth and development through thoughtful integrated planning and research to deliver positive digital marketing data and analytics solutions and outcomes that produce sustainable growth. 

When asked about his passion for the industry Sumen commented,

I have great passion for understanding and using emerging technology platforms in an integrated manner to improve overall user experience. I love the opportunity to be able to use data and analytics to drive business decisions and enable data-driven marketing and growth hack marketing strategies to help organisations to deliver a positive experience for their customers and develop sustainable growth for their organisations. Furthermore, I love to use data to tell compelling stories.

Sumen will be working closely with Datisan’s Head of Cloud and Martech, Tom Sowerby, on our Analytics services.

Tom was enthusiastic about Sumen joining the team saying,

Sumen is a welcome addition to Datisan in 2021 and his expertise is already evident to our wider team and clients. I’m looking forward to seeing his unique blend of martech and business skills create better experiences for our clients and their customers.

When asked about joining Datisan Sumen said,

I am really excited about joining Datisan – getting to work with some of the brightest minds in the space and I hope to gain a lot of knowledge along the way. I am really eager to use my experience in digital marketing plus my technical skills in data and analytics to help clients create positive experiences for their customers while driving cross-channel revenue generation and improving their overall ROI.

Welcome to Team Datisan Sumen!

Interested in working with Datisan? Check out our Careers Page for open roles or apply through our Talent Pool.

Get in touch to find out how we can help transform your business by booking a consultation with Mike Cornwell, here.