by Christopher S Penn | Sep 1, 2021 | Marketing, Marketing Data Science, Privacy, Strategy
I keep stumbling across this term in discussions around privacy and consumer data: zero-party data. Folks like MarTech Alliance define it as: “First-party data is data collected directly from your audience, as opposed to being acquired and sent to you by a...
by Christopher S Penn | May 10, 2021 | Marketing, Marketing Technology, Privacy, Strategy
Irman asks, “so privacy restrictions doesnt kill my small business right? just maybe a bit spoil on my tracking about potential customer… then should i just continue my ads as normal?” Enhanced privacy restrictions will definitely diminish some of...
by Christopher S Penn | Mar 19, 2021 | Advertising, Marketing, Marketing Data Science, Privacy
So much digital ink has been spilled with advertisers and marketers lamenting the upcoming changes in ad tracking and cookies. What’s the Problem? To quickly summarize, here’s what’s changing. Marketers will no longer get individual third-party data from advertisers....
by Christopher S Penn | Jan 22, 2021 | Marketing, Privacy
Oz asks, "Might some any of the major platforms ever go to a paid service where consumers can get some peace from ads? It’d be another thing that’s not good for marketers but it’d make me very very happy as a consumer." I don’t...
by Christopher S Penn | Nov 13, 2020 | Marketing, Marketing Technology, Privacy, Strategy
Nicole asks, “What should our strategy be with CPRA and cookies inevitably being taken away from marketers?” It’s inevitable that consumer data will become more private. Intelligent Tracking Prevention for Safari and Firefox have blocked third party...
by Christopher S Penn | Oct 1, 2019 | Data Science, Data, Marketing, Marketing Technology, Privacy
Dennis and Kim ask, “Is it possible to be an ethical marketer and still use data to inform the ways we interact with our customers? Or are we crossing a line that puts us in opposition to our audience?” In short, yes, it’s possible. A few principles...