As many of us know, it’s easier and more profitable to reactivate a lapsed customer than trying to gain a new one, whether through digital, postal or retail. There are many techniques that are deployed in order to identity the proper audiences in the offline world, such as RFM+ segmentation and optimization, or modeling through a co-op. All of these techniques are tried and true and should continue to be used to identify the appropriate reactivation group for any campaign. But now there is a new player in the game and it’s proving to be a game changer. CohereOne has had a long-standing relationship with the digital company 4Cite, leaning on their technology to drive many programs, which has increased our client’s digital performance. Using their digital data, 4Cite could identify the postal address for anonymous site browsers and/or cart abandoners, and thus we quickly determined that we should be using that powerful data in our postal efforts. Learn more at: https://cohereone.com/a-game-changer-in-customer-reactivation/?utm_medium=email&_hsmi=107235557&_hsenc=p2ANqtz-9ESPdGAIhmNcVSGZR77As1qmy4lY9GqSh2PQ9NzBP9Kv4yqujTZTJsfpoWxLiFkdMvnjrIsPwNHFtnsS51cux8k_J2E-IohhzmZ_lBHIiBqBPTApg&utm_content=107235557&utm_source=hs_email
With growing calls for consumer privacy on the web, Google parent company Alphabet Inc. and Apple Inc. plan or already have made major changes to customer tracking. Apple now requires user opt-in for apps to track users, and Google is getting rid of third-party cookies on its market-leading Chrome browser. While these changes hearten privacy advocates, they’re likely to disrupt online retailers’ longstanding marketing practices. Without accurate consumer tracking, merchants are worried that a portion of their ads will be less effective at driving sales. In response, merchants plan to shift their marketing dollars to other channels that are more predictable at driving revenue.
Online cookies are small pieces of text websites placed on a site visitor’s browser to track preferences, such as language, to know what consumers are interested in, and facilitate other functions. More companies started using cookies in late 1995 after Microsoft Corp. integrated them into its Internet Explorer browser. There are many different types of cookies, but third-party cookies are controversial because advertisers, marketers and data-analytics firms place them on consumers’ devices to know where a consumer’s been on the web, leading to more targeted ads.
more at source: https://www.digitalcommerce360.com/2021/09/30/how-will-online-retailers-conquer-the-cookie-apocalypse/