Ever since Apple first announced the rollout of Intelligent Tracking Prevention (ITP), and subsequently ITP2.0, our industry has demonstrated a heightened level of concern about the limitations of third-party-cookie-based tracking methodologies. While the efficacy of third party cookies has been hindered in the past with such developments of cookie deletion and cookie blocking tools, ITP represented the first time a significant percentage of conversions might be lost overnight.
In this, the final blog post in our partner and affiliate marketing research series, we will summarize some of the fascinating data available in our first-ever global industry study. Entitled, The State and Future of Partnerships, it summarizes the opinions of 1,200 senior marketers from leading brands on the topics of partner and affiliate marketing.
Martech Today just published a byline from our CTO that outlines how partner marketers can use the lifetime value of a customer as a way of both understanding overall user quality, and as a potentially better way of compensating some types of partners. Here's a clip:
It's prediction season, and our new byline on Martech Series explains how we believe data will drive change in the partnership and affiliate spaces in the next 12 months. Here is an excerpt:
Unless you’ve been living under a rock, you’ve probably heard about a feature in Safari V.11 called Intelligent Tracking Prevention (ITP). This post is designed to demystify the feature, outline its significance to partner marketing teams, and explain how to mitigate its impact on your data.
ITP is a new feature released simultaneously with the launch of iOS 11 and Safari 11. The idea behind ITP is to limit the ability to track users across domains.
The world of partner marketing and partnership management has changed markedly. Until recently, partnerships were the responsibility of strategy teams and business development professionals. Deals took time and resources from several business functions (legal, finance, etc.,) but were managed by a single team and approved at the executive level.
Forming Partnerships Has Become Easier
Now, access to engineering resources to integrate with APIs is all that is needed to create a partnership. Technology is pushing decision-making downward and outward, enabling functional leaders to make their own decisions. Barriers to new partnerships have fallen.
In a marketing channel saturated with a variety of talking points that revolve around optimizing advertiser performance, there are many ideas on how to improve revenue and ROI. But one of the most effective ways that we can boost effectiveness is in how we work with our partners to drive better results.
Working in the martech industry, one question I hear a lot is ‘How do I increase the value of my data?’ There’s over 2.7 zetabytes of data available in the digital universe today and we’re hearing about ‘big data’ more than ever before. Marketers are now strongly focused on becoming data-driven, yet 87% of marketers still consider data their most under-utilised asset. So, how can you increase the value of your data when it’s often difficult to understand where to even start?
It’s 2007. You’re thinking of taking a holiday. You head into your nearest travel agent and sit down to discuss your options. You make your choices, book your flights, hotel and maybe even a few holiday activities too.