Global First Party Data Strategy
As Global Director of Digital Marketing and Data at Tourism NT, I developed a first-party data strategy to drive media efficiencies, improve internal processes and deliver better personalised experiences for consumers.
Third-party cookies may be here to stay but privacy concerns cannot be ignored.
It was the start of 2022 and Google had delayed but not yet cancelled its plans to follow Safari and Firefox and deprecate third-party advertising cookies. In addition, media costs were increasing whilst advertising budgets were decreasing and consumers were expecting more relevant and personalised content from brands. Fast forward to 2024, Google announces it will maintain third-party cookies yet consumers are still opting for privacy in their browsing behaviour.
In response to this, I developed and delivered a First Party Data Strategy that addressed business and consumer needs, taking a four-pronged approach.
People: Upskilling existing and new staff across Australia, Europe, UK and the US, in how best to capture and leverage first-party data in marketing activities. Hiring new team members, including a CRO and email specialist.
Processes: Ensuring good governance around the capture, storage and overall management of First Party Data, including the development of a Data Lifecycle Management Plan.
Programs:
Refreshing the email marketing campaign from a standard automated journey to triggered and tailored communications based on user preferences, behaviour, and design best-practice.
New global first-party data partnerships program
Activation of first-party data in downstream advertising channels
Establishing lead capture as a marketing KPI
Technology: Reviewing the existing marketing technology stack and ensuring it was fit for purpose and driving return on investment.
Thank you to partners Insighten and CHEP Network in helping me deliver this strategy.
Further reading can be found here:
Results
First-party data segments outperform cookie data on paid media in ROAS by up to 40%
At least 15 staff trained in GA4, Optimizely CDP and Optimizely Experimentation Platform
Establishment of Tourism NT Data Governance Group, including new global terms and conditions for GDPR and CCPA.
50% growth in regional first-party data leads within the first 6-months
30% increase in AU qualified leads to booking partners