September 30, 2022

Preparing Your Data for the Cookieless World

As customers long asked for better control, personal privacy, and permission, major internet browsers are no longer going to support third-party cookies.

NB: This is a short article from Sojern

The biggest of those, Googles Chrome, will be in 2023. Firefox and Safari have actually currently taken steps to reduce using third-party cookies. With 87% of customers using internet browsers that will no longer support third-party cookies, marketers must discover brand-new methods to comprehend, engage, and convert tourists online, and data is at the core of this change.

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Gather the 3 Pillars of Data

After you get the emails, the next step is to hash them. An email hash is a 32-character code that makes an e-mail pseudonymized and unreadable. It is distinct to each email address and the code can not be reversed. The most common hashing functions are SHA256, MD5, and SHA1..

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The key is to ensure that you have a database that can handle both online and offline data, and can save it in an actionable method. While it was important in the past, it will be crucial in the cookieless world to continue reaching your target market. With quickly, efficient information collection, you can quickly share your information with partners..

Pointer # 2: Incentivize People to Give Emails.

Tip # 1: Get Permission.

Next, youll wish to generate first-party information cookies, which is something youre likely doing now. Many web platforms are currently utilizing first-party cookie information and among its crucial benefits is providing a tailored experience (such as not asking the visitor to visit consistently)..

Most significantly, youre never passing personally recognizable details (PPI) backward and forward in a hazardous method. You can either supply a field that is already a hashed e-mail, or your partner is going to hash the e-mail prior to they get the information.

Pointer # 3: Hash Emails in Real-Time.

Utilizing historical reservation data enables for a more robust profile by combining online and offline data so you can much better comprehend your consumer and trigger data in a significant way. An email hash is a 32-character code that makes an e-mail pseudonymized and unreadable. Travel brands can either hash e-mails themselves, so it just becomes another field in their database, or partners can hash the e-mails. After youve collected all that data, the next action is to store it in an easy-to-understand way in a database so you can begin choosing how, where, and when to share the information. With your information well organized, youre able to easily decide what data you want to share with a relied on partner.

Tip # 5: Get Your Data House in Order.

Travel brand names can either hash e-mails themselves, so it simply ends up being another field in their database, or partners can hash the e-mails. At Sojern, we immediately hash e-mails one of two methods before they get to us. The first method is on the website theyre coming from– we have innovation that hashes the e-mail before it concerns our database. If were receiving the information from a Customer Relationship Manager (CRM), the emails are hashed before we get them and we ingest the anonymized version..

Check-in with your partners to comprehend your options for hashing emails. If they are not sure how to continue with hashing, they may not be all set to assist you progress in the cookieless world..

Pointer # 4: Generate First-Party IDs.

The 3rd piece is historic booking data. Making use of historical booking information permits a more robust profile by combining online and offline data so you can better comprehend your consumer and trigger information in a significant method. These 3 “pillars” of data make it possible for information collection, which is essential to building actionable audiences for full-funnel advertising. Here are some pointers to begin collecting that information and get it arranged for action..

The 2nd information source is the first-party cookie, or the cookies that youre currently utilizing on your site. They help in gathering information, keeping in mind language settings, and carry out other functions that supply a great experience for site visitors. Believe personalization– they enable a visitor to utilize the website without requiring a login every see..

Sharing historical booking information is among the key pieces to constructing out your full customer profile and will allow you to target better. After you have an excellent number of hashed e-mails connected with the first-party cookie ID, your historical data enriches the profiles, making your retargeting efforts more impactful..

The first, and one you might have heard the most buzz about, is hashed e-mails. Emails are the digital passport for customers. Hashed emails permit you to communicate across these platforms and devices.

A couple of incentive-based manner ins which you can check to gather e-mails: give 10% off with your very first purchase, use clients a chance to join a loyalty program, or share access to additional content. There are hassle-free methods to gather e-mails offline if you have a lot of foot traffic. For example, you can request that customers offer you their email to send out the receipt and let them understand youll share future deals with them. This can be really practical for attractions, where theres a combination of foot traffic and online traffic.

Suggestion # 6: Share Historical Booking Data.

The secret to leveraging email is appreciating privacy and allowing users to have control. The very first thing you ought to do is get consent. To do so, guarantee you have the right to collect and use emails for marketing and advertising.

After you have customer authorization and the right to collect information, it doesnt always indicate your website visitors will be ready to share their email. Customers are more ready to give you their emails to utilize for marketing when you create a reward or supply worth.

While gathering first-party information is standard on your site, the secret is to share it with your partners to improve your digital marketing method. For example, at Sojern, we utilize a universal pixel on our partner websites (both desktop and mobile experiences). That pixel gathers the hashed email, the very first celebration ID, and all of the search and booking information right away, without the partner needing to do anything on a daily basis..

After youve gathered all that data, the next action is to store it in an easy-to-understand method a database so you can start deciding how, where, and when to share the data. There are a lot of various databases to do this, but you might be familiar with a CRM, Electronic Data Processing (EDP), or Property Management System (PMS). Even easier systems such as MailChimp or Constant Contact will offer a database that can store a great deal of customer info.

With your information well organized, youre able to easily choose what data you wish to show a trusted partner. Your partner consumes that information through a simple process– either by file downloads or an API in between the 2, and its generally a batch procedure thats occurring on a regular basis. What makes this easy for you is the one-time setup. Your partner then takes that information, turns it into audiences, targets the audiences on your behalf, and shares reporting..

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