Observed Signal · Nov 16, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Data Enrichment: Selecting Stakeholders and Strategies as Cookies Say Adieu
As third-party cookies face deprecation, brands are turning to data enrichment to strengthen first-party customer data. This CMSWire feature outlines strategies and stakeholder considerations for building a cookieless data foundation. ActionIQ SVP Justin DeBrabant stresses that brands must first organize clean, accessible, scalable first-party data, then layer on privacy-centric third-party sources that do not rely on anonymous cookies. Redpoint CPO Ian Clayton frames enrichment as vendor selection and mapping third-party information to existing records, recommending deduping to avoid per-record fees. Both experts advocate using clean room integrations for validated second-party data with minimal PII exchange. They also recommend setting a refresh cadence, involving performance marketing, CRM/growth, and analytics teams, and establishing shared goals to avoid fragmented data processes.
Provides expert guidance on data enrichment and cookieless strategies amid third-party cookie deprecation; relevant to CDP, identity, and privacy practices but not a breaking industry event.
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Key Takeaways & Evidence Grounding
- The article was published by CMSWire on Nov 16, 2022, discussing data enrichment strategies in the context of third-party cookie deprecation.
- Justin DeBrabant of ActionIQ advises brands to implement zero-party, first-party and second-party data strategies as third-party cookies disappear.
- Ian Clayton of Redpoint states data enrichment involves identifying a vendor and mapping third-party information to existing records, with deduping saving per-record vendor costs.
- Experts recommend using clean room integrations to exchange validated second-party data with minimal PII exposure.
- Key stakeholders named include performance marketing teams, CRM/growth marketing teams, and analytics teams.
Connected Companies & Entities
1 Entity mapped“Ian Clayton, chief product officer for Redpoint, a customer engagement and data management company, said 'data enrichment is really an exerc...”
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