Targeting and Measuring Digital Marketing Without Third-Party Cookies

2024 is expected to bring the full deprecation of third-party cookies, which presents marketers who rely on these with a key challenge around measuring the effectiveness of their campaigns and targeting users. According to Econsultancy’s Future of Marketing survey, only 8% of marketers say they are “fully prepared” for the demise of third-party cookies. ​

This 60-minute session will look at what companies can do to target and measure their digital marketing without third-party cookies and enhance their own data capabilities. It will cover:​

  • Preparing for a future without third-party cookies and exploring ways to measure and target customers.​
  • Building the right data foundation – optimising technology to work towards integration of data and a single view of the customer.​
  • Deriving value from data and insights – frameworks and tools to support interpreting and activating the data, including improving data literacy and data storytelling skills.​
  • The role AI and machine learning can play in predicting customer behaviour to support measurement and data-driven marketing.


Working Effectively with Data Teams

1. Introduction 1.1. Executive summary With an increasing number of digital channels, the time, attention and trust that consumers have to give to marketing content is fragmented. To make matters worse, consumers’ unprecedented power to control their media experiences has made it more challenging than ever to reach them. On the other hand, marketers have […]

Maximising the ROI of Digital Marketing

Maximising the ROI of Digital Marketing

  1. Introduction: The Principles of ROI “The fundamental reason why anyone calculates ROI is to prove their existence, or their intention to do something,” says Raj Balasundaram, VP Solutions and Strategic Services at marketing platform Emarsys. Having the ability to accurately quantify the contribution that a marketing programme or strategy has had upon revenue […]

Customer Lifetime Value Report - Econsultancy

Understanding Customer Lifetime Value

1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]

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Ratings and Reviews Best Practice Guide

This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.

The Future of Marketing

Econsultancy’s annual Future of Marketing report brings together survey results from more than 800 marketing professionals, covering marketing priorities for the next two years and the key trends shaping the industry, from data and privacy to generative AI.