The data privacy changes coming down the pike are sending shockwaves through the digital marketing world. In this series, our goal is to provide digital marketers with the insights, tools, and solutions they need to adapt to IDFA and the end of cookies. We unpack the latest privacy news, discuss how to harness the power of first-party data, advise on how to build out your MarTech strategy, and more.

1. The Future of
Privacy Series
Adapt Your Marketing Approach
in a Cookie-Less World

2. The Future of
Privacy Series
Lay of the Land for All Things Privacy
10am PT / 1pm ET
Future Proof Your Customer Life Cycle
10:25am PT / 1:25pm ET
Level-Up Your MarTech Strategy & Customer Data
11:15am PT / 2:15pm ET
Google Solutions for Brands to Build a Privacy-First Strategy
12:05pm PT / 3:05pm ET
Apple’s ATT Prompt: Panel with Verizon Media
12:55pm PT / 3:55pm ET

3. Future-Proof Your
Customer Life Cycle

4. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
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03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

5. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
5
*AdAge Best Places to Work 2019-2021

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
LEAH LLOYD
Group Director, CRM &
Email
MAGITH NOOHUKHAN
Customer Engagement
Evangelist

8. Braze is a comprehensive customer engagement platform
that powers relevant and memorable experiences between
consumers and the brands they love. Context underpins
every Braze interaction, helping brands foster human
connection with consumers.

9. Agenda
● Balancing customer data, personalization
and privacy
● Customer journey examples
● Importance of CDPs & email
● Privacy-compliant tactics to collect customer
data
● Live Q&A
9

10. Poll Question
How confident are you in your brand's
customer experience?
● Very confident!
● Confident
● Somewhat confident
● Not at all confident

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What Does Future Proofing Mean To Us?
● CDPs will be more commonly adopted & data hygiene is of utmost importance
● When our ability to cookie is reduced, we’ll need to collect more 1st party data to
support campaign personalization and audience creation
● The importance of email will be greater than ever as email become the unique
identifier for site users - Value of an email contact rose from $16 in 2019 to $33 in 2020* and
may continue to rise
*From Privy data across 80M email contacts

35. 35
As a baseline, most brands collect:
- Email Address and/or Mobile Number
- Name
As a site user makes a conversion, we obtain:
- Purchase History (Product, Category, etc.)
- Form Conversions (Information variable)
- Location (Shipping, Billing)
What Are You Collecting
Today?
If this the information
you are currently
collecting, look to fill
gaps in 1st party data
acquisition to inform
audience and
campaign strategies

36. Screenshot
Why it’s important
● Encouraging users to create an
account or update an email
preference center will allow us
greater access to their behavior
vs. a non-registered user
● Collecting data upfront or giving
individuals the ability to consent
to what information they want
us to have access to
36
User Registration & Preference Centers

37. Screenshot
How to do it
● Actively encourage user
registration via modal overlays
and SSO & ensure contacts are
actively logged in while using
the site
● Utilize ESP’s native preference
center to create a simple form
for data collection
User Registration & Preference Centers
Screenshot

38. Screenshot
Screenshot
38
Micro-Surveys & Building User Profiles
Why it’s important
● Collecting information through a
frictionless experience increases 1st
party data granted
● Allows you to get quick wins in
identifying a new audience for
experimentation
● Develop a model of give & get:
Incentivize requests for information to
increase the amount of 1st party data
they’re willing to share

39. Micro-Surveys & Building User Profiles
How to do it
● Utilize 3rd party tools to create
surveys that integrate directly with
your martech stack
● Targeted email sends that collect
data on click-throughs
● Targeted “micro survey” overlays
that can be interwoven into the site
experience asking specific questions
Screenshot

40. Screenshot
Behavior On-Site, In App & In Email
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Why it’s important
● Collecting behavior enhances 1P data for
future messaging and audience campaigns
● Ensure compliance for data collection as
most vendors are not utilizing cookies but
proprietary systems
How to do it
● Connect 3rd party vendors into a centralized
data source to utilize across multiple
channels
● Use 3rd party vendors to output consistency
in campaign messaging across channels
Screenshot

41. Screenshot
Screenshot
41
Additional Integrations
● Help Desk
● Chatbots
● Review Platforms
● Loyalty Programs
● POS Systems
Loyalty Program Chatbot (FB Messenger)

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Campaign Personalization with 1P Data
Clear data strategy comes first
Proper planning and data collection into a CDP/ESP ensures
we’re able to better leverage 1P data for
segmentation/personalization
Understand your technology
Utilize additional vendors to collect and use 1P data to create a
more personal 1:1 experience. Look at what native options exist
(preference centers and forms) and what you may need to find
to fill in the gaps
Keep your data clean
Sticking to your data collection strategy keeps us focused on
cleaner data taxonomy to be utilized for triggering workflow
events and usage in our campaign content in addition to
ensuring proper tag management/link tracking when available
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Example from Zembula

43. Schedule Your
Consultation
with a Privacy
Expert

44. 2021 Global
Customer Engagement Review

45. Q&A

46. The Future of
Privacy Series
Adapt Your Marketing Approach
in a Cookie-Less World