THE CHALLENGE
At a time when the collection and recording of data has become a great challenge for all kinds of businesses, the need for a high return on investment becomes even more important. The increasingly restrictive regulations on the acceptance and use of browser cookies, along with the enforcement of the use of tools such as cookiebots, have posed obstacles to the collection, recording and utilization of data, as well as significant difficulties for lower funnel evaluation of any advertising actions.
No matter how "tasty" cookies may be under certain circumstances, they have proven to be "hard-to-digest" for many companies, which ultimately fail to collect sufficient data from the advertising and web analytics platforms they use, so that they can evaluate their current and optimize their future advertising campaigns accordingly.
The Case Study
"Privacy Centric Measurement - A 360o Solution"
The proposed strategy was based on 3 main principles: Retention, Information and Security, and consisted of 5 pillars (Google Tools): Global Sitewide Tag, Conversion Modeling, Google Enhanced Conversion, Google Consent Mode and Google Analytics 4 Implementation for e-commerce.
With the use of innovative data technologies, MEDIACUBE managed to preserve and dynamically utilize the information lost in today's cookie-less era, reintegrating it into digital campaigns and maximizing the corresponding results.
By increasing the ratio of data collection/non-collection, grouping behaviors and correlating "uncategorized" conversions with advertising campaigns, MEDIACUBE managed to find a way to utilize this previously "lost" information in both campaign management and optimization.
RESULTS
The results of the first quarter since the implementation of the above strategy are impressive, both in terms of campaign performance and data collection ratio:
Additionally, in terms of better data recording, the following were achieved:
PRESENTED IN GOOGLE'S PRIVACY DAY EVENT
During "Privacy Day", an exclusive event organized by Google on the 28th of March 2023, at the Benaki Museum, MEDIACUBE and Plaisio Computers, had the honor and pleasure to present the first Greek case study on Privacy Centric Measurement for the optimization of their digital campaigns.
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