Category: Pardot

Personalisation, Data and Best Practices in Digital Marketing

Posted on by Dorottya Dvorak

In a recent online discussion with CXOTalk, McKinsey’s top digital marketing adviser Robert Tas shared what he thinks are the most important components of digital marketing: personalisation, data, design, marketing technology and operating model – the speed at which we work.

All of these five trends are connected by one major goal: to create personalised experience for customers based on their specific journey and unique needs. Any ideal digital marketing process should begin with data collection, as without the necessary insights it is quite hard to connect all those customer touch points. Once that data is available, it’s up to the marketing team to use that information to design consistent end-to-end experience and engage with the customers in the right place at right time. Organising cross-functional teams around the outcome – such as a specific segment or journey – and listening to real-time feedback, could make a significant improvement in driving great impact with a marketing technology system.

You can watch the discussion on the link below – it’s a must for digital marketers. But in case you don’t have 45 minutes, you should take a look at this article at ZDNet.com with a great summary of the conversation.

 

We’ve been in this culture of reporting, and we’ve got to be in this business of insights. I want to see my clients step up their game and build out their data strategies, the number of data sources they’re using, how they’re connecting all those data sources, and really testing and learning their way in.

 

 

What Does Apple’s New Cookie Change Up Mean for Pardot Users?

Posted on by Matt Lincoln

Apple’s new ‘Intelligent Tracking Prevention’ means that the first-party cookies used by Pardot will be deleted after 30 days of prospect inactivity in Safari 11. This is going to impact your ability to track visitors on Apple devices who visit your website less than once per month.

The first thing you should do is to check Google Analytics to see what percent of your visitors are Safari users. Typically this will be a higher rate for mobile than desktop visitors. If this percentage is significant enough to cause concern, the article below suggests increasing the frequency of your content and emails to more than once per month to keep visitors coming back to your site and keep their cookies active.

If all else fails and a significant proportion of your Safari audience let their cookies expire, do remember that any prospect re-visiting your site from a Pardot tracked email will be automatically re-cookied, and you can also use the Pardot forms on your website to re-cookie existing prospects in addition to new prospects.

 

What is Apple changing about cookies?
In Safari 11, which is included as the default browser on the new macOS High Sierra, Apple is saying “we’re watching our figure, please hold the cookies.”  

They’re calling it “Intelligent Tracking Prevention,” and long story short, they’re deleting 3rd party cookies after 24 hours, and they’re deleting 1st party cookies after 30 days.