It is titled – Durable marketing performance with 1st Party Data
You can watch the video here.
3 big areas to “future proof” marketing:
Your first party data needs to be “consented”. This is a very important point, hoping it will be elaborated upon in this presentation, otherwise this is just shifting risk and liability for data from Google Ads to advertisers…
First party data is needed for Google Ads modeling. Machine learning is better with first party data as well.
How should you use first party data?
This is very focused on businesses that sell products, again.
What can you do with first party data?
How can you activate your first party data within Google products?
Google views customer match (uploading your customer data to Google) as the foundation for audiences in a cookieless world:
Again, they emphasize uploading “consented data”. This is going to be a big deal, it has been mentioned multiple times when talking about first party data. It will be on advertisers to get the consent for the data. Customer match only matches to logged in Google users. That data is retained non-matches are discarded. The matches create anonymized lists.
Customer match can be used for lookalike audiences (expansion). Customer match data is a strong machine learning signal.
They are recommending refreshing your lists as often as you can – daily is their ideal timing… And that your lists should have at least 5,000 customers. Smaller lists (1,000 – 2,000) are often not large enough for Google to see a difference in performance with the customer match list + machine learning.
How should you bid when using customer match (first party data)?
This is designed to allow advertisers to give human insight to the machines.
How do you get started on all of this?
How do you define a first party data project?
You might need data analysts and/or data scientists to help you if you want to get to the most sophisticated levels with this.
Encouraging advertisers to rely on “integration partners” for this and your “Google team”.
Wrapping it all up…
My closing thoughts…
There definitely seem to be different levels of first party data use based on an advertiser’s level of internal data sophistication. A lot of the use cases are product selling focused.
Consented data was repeated often throughout the presentation and needs to be part of any organization’s plan as far as how you plan on getting that consent and keeping up with it. There was not really much here on how an organization goes about getting “consented data” it just assumed that you would have it.
First party data is clearly the way of the future, so it would be wise to pay attention to how all of this develops.