Measurement and Reach in the Age of Privacy
Ever since 2020, marketers and consumers have seen a huge shift towards consumer privacy. Privacy has taken center stage in performance marketing and iOS/mobile app marketing in particular — impacting attribution models, campaign optimization, monetization methods, remarketing, fraud, and more.
Early in 2020 Google announced it was eliminating the third-party tracking cookie in Chrome, walking the same privacy path as the 2018 California Consumer Privacy Act (CCPA), and the General Data Protection Regulation (GDPR) and Limited Ad Tracking (LAT) from 2016. With the release of Apple iOS14 in September 2020 featuring App Tracking Transparency (ATT), these combined moves marked a watershed moment for the digital ad industry to reinvent itself.
Moving to a cookie-less world meant less web tracking data at scale, a shift in targeting options and the need for smarter data science and insights to close the signal loss gap. The digital advertising and marketing industry has adapted by focusing on the following key strategies to acquire and recover customers more efficiently:
Focus on first-party data: Marketers can focus on gathering and utilizing first-party data, which is data that they collect directly from their customers. This data can include website activity, purchase history, and customer feedback. By using this data, marketers can create personalized experiences for their customers without relying on third-party data.
Use contextual targeting: Contextual targeting involves targeting users based on the content they are consuming. This approach allows marketers to target users based on the context of the content they are viewing rather than relying on their browsing history. For example, a sports brand may target users who are reading about the latest soccer news.
Leverage email / lifecycle marketing: Email marketing is a tried and tested method for acquiring customers. Marketers can use email to send personalized messages to their customers, offering promotions and discounts to encourage them to purchase. * Inclusion of additional attribution models: Incrementality testing, media mix, share shift and lift modeling can reduce siloed audience strategies, duplicate messaging and unfocused targeting across platforms, performance analysis discrepancy and the disjointed understanding of the consumer journey to gain a better understanding of the campaign results.
Diversification of advertising channels: Marketers can explore alternative advertising channels such as influencer and card-linked offer (CLO) marketing. These channels offer an opportunity to reach a wide audience while still maintaining a level of personalization.
Card-linked offer marketing is designed to be more private and secure than other forms of digital advertising, such as social media advertising. In card-linked offer marketing with LuckyDiem, advertisers offer promotions or discounts to consumers who use a specific payment card to make a purchase. The offer is linked to the consumer's payment card, so the advertiser can track when the offer is redeemed without needing to collect any personal information from the consumer. This allows advertisers to target their promotions to specific groups of consumers without violating their privacy. LuckyDiem’s CLO marketing is not affected by the deprecation of the cookie and IDFA like programmatic, social media and other forms of digital marketing. Additionally, because the offer is linked to a payment card rather than a social media account or other personal identifier, it is much more difficult for hackers to access or misuse the consumer's personal information.
Marketers are able to realize incredibly efficient gains in their acquisition and re-targeting goals with card-linked offer marketing. In Q4 2022, CPM was 26% higher on Facebook than in Q4 2020, and 15% higher on Instagram than two years prior due to the ATT privacy impact. With CLO, ad spends are performance-based so CPMs are irrelevant and LuckyDiem guarantees ROAS and ROI with a pay-on-conversion model.
LuckyDiem offers unparalleled reporting capabilities with unique visibility into full cardholder spending behavior allowing for improved measurement and full attribution into all card-linked offer campaigns. Weekly campaign performance reports, bi-monthly/monthly customer LTV analysis, incremental lift analysis, consumer insights and share shift reports provide comprehensive analytics and measurement to maximize potential revenue streams via user loyalty as well as granular and accurate cost data. Armed with these insights, metrics and data, LuckyDiem’s advertisers can be confident in making the correct critical business decisions based on the KPIs generated from CLO campaigns.
Contact us to learn more about card-linked offer marketing and how we can help you optimize your customer acquisition goals to drive efficient and guaranteed results with accurate measurement in the age of expanding consumer privacy changes.