How To Work Around Walled Gardens And Reach More Customers — Reeto Mookherjee | Why Traditional Attribution No Longer Works, How Brands Use First-party Data To Improve Targeting, Why Predictive AI Unlocks New Marketing Power (#375) | Ecommerce Coffee Break – The Ecom Marketing & Sales Podcast | Podwise
How To Work Around Walled Gardens And Reach More Customers — Reeto Mookherjee | Why Traditional Attribution No Longer Works, How Brands Use First-party Data To Improve Targeting, Why Predictive AI Unlocks New Marketing Power (#375)
This episode explores the challenges and solutions in performance marketing in the wake of increased data privacy regulations. Against the backdrop of changes like GDPR, CCPA, and Apple's privacy policy updates, the discussion highlights a significant disruption in the digital marketing ecosystem, causing a substantial increase in media acquisition costs. More significantly, the interview reveals that the problem isn't just a lack of data, but rather the restricted access to user data by advertising platforms due to privacy concerns. The guest introduces a predictive AI solution that intercepts data flow, enhancing it with deep neural networks to identify high-propensity conversions and improve targeting efficiency. For instance, the solution has demonstrated a 32% average improvement in marketing ROI for various clients across different industries, including apparel, cocktails, and landscaping services. This approach allows brands to regain control over their data and optimize campaigns more effectively, even with limited access to third-party data. What this means for the future of performance marketing is a shift towards first-party data strategies and the increased adoption of AI-powered solutions to navigate the evolving privacy landscape.
