What you need to know about data in marketing

Note from the editor

For the past few years, the data landscape has faced significant upheaval, whether due to regulators ramping up pressure or tech policy changes like Google's decision to wind down third-party cookies. To address these challenges, stakeholders, including brands, are experimenting with a number of ways to engage online consumers effectively while not running afoul of privacy concerns.

Already, there are signs of how the evolving data landscape is impacting marketing, from social media platforms losing revenue to mobile marketers seeking out new solutions as device identifiers lose relevance. 

In the face of these changes, some brands are focused on collecting first-party data in tandem with boosting their e-commerce and content marketing efforts. But brands could be forced to pivot once again as few measurement and tracking alternatives have yet to reach scale. 

Going forward, one thing is certain: Marketers will have to remain vigilant and agile when approaching data, whether by relying on collaboration, mergers and acquisitions, or new tactics and technologies that have yet to emerge.

In this report, Marketing Dive breaks down:

  • What's next as Google changes course again on cookie alternatives

  • How P&G, PepsiCo and Walmart are approaching data in marketing

  • Why retail media has become a hot area amid data disruptions

We hope these insights help inform your strategy in an increasingly crucial and complicated area that is set to surge in activity in the months ahead.

 

Chris Kelly Reporter

What's next for advertisers as Google changes course again on cookie alternatives

Google has replaced its embattled FLoC proposal, complicating the data privacy landscape as the countdown to a cookieless future continues.

• Published Jan. 28, 2022

Walmart unveils cross-channel ad exchange built on first-party shopper data

• Published Aug. 25, 2021

Data marketing spend tops $29B in US as cookie deadline looms

• Published Jan. 24, 2022

P&G's Pritchard calls out Sisyphean challenges around improving measurement

• Published Sept. 22, 2021 • Updated Sept. 23, 2021

Google's end to cross-app tracking on Android marks latest advertiser hurdle

As tech giants respond to data privacy concerns, how do mobile advertisers keep up?

• Published Feb. 17, 2022

How PepsiCo is harnessing data to help retailers increase sales

The food and beverage giant's Pepviz platform uses analytics, data science and other tools to ensure a store is carrying the right product mix and optimizing shelf space.

• Published Oct. 4, 2021

IAB warns of 'measurement blackout' as marketer priorities remain misaligned

• Published Feb. 9, 2022

50% of agencies outsource data amid persistent uniqueness, validity concerns

• Published July 12, 2021

Gaming in-app purchases drop 35% globally after Apple's ATT changes

• Published Feb. 24, 2022

Inside the changing data landscape in marketing

The next year will bring significant upheaval to the data landscape, and marketers are already feeling the impact. In the face of changes, brands are focusing on collecting first-party data in tandem with boosting their e-commerce and a host of other efforts.

included in this trendline
  • What's next for advertisers as Google changes course again on cookie alternatives
  • Data marketing spend tops $29B in US as cookie deadline looms
  • How PepsiCo is harnessing data to help retailers increase sales
Our Trendlines go deep on the biggest trends. These special reports, produced by our team of award-winning journalists, help business leaders understand how their industries are changing.
Davide Savenije Editor-in-Chief at Industry Dive.