Content was produced by executive Robson Harada, head of Growth Marketing at the Itaú Unibanco group
Headline of this Monday’s print edition of PROPMARK (21), the theme of cookies is accelerating and taking measures for its end decreed by Google for 2023. In fact, Google is proposing the Private Sandbox to contribute to the decision to close cookies through Chrome with forums that involve global actors in the martech and advertising environment. Banco Itaú’s marketing team prepared exclusive content for PROPMARK, signed by Robson Harada, head of Growth Marketing at Itaú Unibanco. To make the content, he used as a reference to Monica Fukumoto it’s the Leonardo Naressi.
search engines
Marketing has always been adaptive. The increasingly digital behavior of society, which has started to use the internet, social platforms and search engines to inform itself and make consumption decisions, has caused a profound change in the marketing strategies of companies, seeking to find their target audiences at the ideal moment. to influence your decision making.
Context
Delivering a relevant message to a consumer involves understanding the context, the moment and minimally knowing their habits. A relevant message increases the chances that they will see value in the approach, consider the brand and product, and buy. The revolution that digital media brought to marketing strategies was precisely to allow brands to access information on browsing behavior, in an anonymized way, in a cluster of affinities and interests classification.
Technology
And guess which technology has enabled much of this behavior tracking evolution? Cookies, which are the base technology of online advertising and targeting, by anonymously storing information about people’s behavior. There are two main types of cookies: first party cookies, which correspond to information collected through direct contact points with the brand and captured through analytics tools, CRM, CDPs, DMPs, and third party cookies that allow advertisers to map the browsing history between domains as they are collected, stored and distributed among thousands of companies (martechs and adtechs).
LGPD
Despite the anonymity, this data was used without the consent of its owners, and it is precisely on this point that the general data protection law (LGPD) and other global regulatory initiatives have acted. This regulatory wave of data use on the internet aims to transfer the power and decision to use data from technology and advertising companies to individuals. The end of third party cookies, decreed by Google, is part of a set of initiatives that the company is taking to adapt to the new standards of privacy and ‘permission’ of information use.
Third party
The end of third party cookies also represents the end of the programmatic effect of advertising, characterized by the ability to deliver the message to the right audience, at the right time and in the right context. In addition to impacting campaign segmentation and personalizing messages for specific audiences, the ability to attribute based on impressions and clicks in the way we know it today will also be affected – even today the attribution model even with cookies is one of the biggest challenges of companies. marks.
Consent
This is because the information only belongs to the company that collects it, in accordance with the privacy policy and tracking consent. In practice, what the advertising market is experiencing is a readjustment of its programmatic and measurement strategies, which until then were heavily based on ready-made third-party solutions.
Cookieless
In the new cookieless landscape, advertisers need more than ever to invest in a solid proprietary data strategy, that is, in direct consumer relationships. To build this strategy, brands should focus on 4 pillars:
1. Data governance: improvements in data collection, storage and use processes, including standardization, as well as ensuring that security requirements are met;
2. Technology and platforms: datalake structuring in the cloud, direct licensing of adtechs and martechs such as CDP and DMP for managing customer data in a secure manner and timely activation;
3. Intelligence & insights: data modeling to build a customized model with attribution of results and for propensity analysis, which will guide the decisions of target audience segmentation, offer of products/services (message) and allocation of investments
4. Partnerships and team training: the training of marketing, insights, analytics and products teams, as well as the partnership with the main actors in the advertising ecosystem (such as techs and IAB) is essential for building a solid plan for adapting the advertising and communication strategy.
Itau
At Itaú, these initiatives gained traction from the unification of the marketing and digital analytics areas to create a growth marketing structure in 2019, under my leadership. The area is made up of media, growth and adtech, digital analytics and martech teams that work in collaboration with technology, CRM, business, channel and product teams to build and evolve a robust relationship chassis with consumers ( proprietary data). It is a mutual effort to coordinate growth strategies and methodologies, which is premised on privacy and security, focused on sustainable and relevant engagement with clients, which ranges from obtaining data consent, when the client contacts with one of our platforms, to the customized approach to the most appropriate financial solution.
Adaptation
The main growth marketing initiatives comprise the adaptation of strategies for server side measurement, implementation of GA4 and best practices of conversion APIs to ensure data resilience and security, evolution of the use of CDP and unified view of the natural person. In addition, we are in the practical test programs of the new segmentation and measurement solutions with Google, which are based on the use of machine learning and propensity models, such as the IBA (Interest Based Advertising).
Martech
Our team also has a partnership with specialized consulting firms and BI companies, which provide speed and accuracy to the process, in addition to an award-winning stack de martech that ensures efficiency, security, governance and scale of strategies through data management, relationship, media, analytics and experimentation platforms.
