Online, digital service providers capture and use consumers’ browsing history using cookies that are then stored in their browsers, not on the website they are visiting. This powerful data makes it possible to track and analyze user behavior to offer them appropriate products and provide them with a personalized experience.
To use these cookies, the broadcaster must inform visitors of the use of these cookies on its site by means of an opt-in. However, this notion of consent has not always been strictly adhered to by companies. Some have multiplied the tracking mechanisms in order to influence the forms of consent. For this reason, several international and local regulations have been put in place, in particular by the CNIL. The latter now requires that an Internet user consent to the deposit of tracers by a clear positive act.
At the same time, other major players are initiating changes aimed at eliminating third-party cookies from their operation. On Safari and Firefox, Apple and Mozilla have blocked third-party tracking cookies, which are used for ad targeting. In 2023, Google will remove third-party cookies for its web browser. For Dimitri François, in charge of data offers at Adobe for Western Europe, there is no doubt: .
Adobe’s ambition is to help businesses adopt a trust-based model to deliver seamless, responsive user experiences.
On the way to the trust economy
If Internet users want personalized experiences, they are nevertheless cautious about the use made of their data. They expect from companies a completely transparent treatment of the information they share. For this reason, they are now looking to interact with brands they really trust. “According to a recent study called The Future of Marketing, more than 2 out of 3 French people are ready to leave a mark that would betray their trust”explains Dimitri François. “If they see that there is misuse of the data they have provided, they will not hesitate to take a step back”he adds.
Aware of this risk, many companies have undertaken a change in the way they enrich the customer experience, in particular by relying on first-party data. This is declarative data collected in the context of their direct relations with their customers, such as e-mail address or birthday. The value obviously lies in the sharing of data between several brands, but consumer trust must remain at the heart of this approach.
“It’s really a cross-company objective. Brands are expected on this issue by their consumers, their employees and by all the individuals with whom they are engaged.explains Dimitri François. “When we collect data on consumers, we must therefore ensure that this is done smoothly and in compliance with the various legislations and the CNIL”he says.
It is also essential to take into account the preferences indicated by the consumer at the beginning of the sales cycle, for example the fact that he does not want to receive a newsletter. “Once we do this correctly, we will be able to start having more virtuous and engaging practices with these consumers in terms of data”assures Dimitri François.
Deliver the Right Experience with Adobe CDP
To offer customers the same confidence as in a store, new processes must be put in place. To do this, a brand must arm itself with tools, such as a Customer Data Platform (CDP). In concrete terms, this solution unifies customer data across all channels in order to offer them the most relevant experience possible in real time. This can, for example, involve interacting with them via the application or e-mail. This may also involve communicating with him only during shopping periods. “I think the goal is really that: to respect everyone’s desire and create that trust. For this, we can use different products, such as Adobe’s CDP, called Real-time Customer Data Platform »explains Dimitri François.
It works when a user connects to the site of a brand that uses the platform, and grants his consent. The data can then be collected, standardized, structured and activated in real time in order to offer an enriched experience to consumers.
In the case of a mobile operator, customers generally found themselves looking for long minutes how to transfer their contract to their new address during moves. Due to the lack of access to this information, some ended up terminating their contract. “If we just give the customer the ability when he connects to be easily contacted by an advisor, he can easily change his address, offer him a commercial offer, a promotion to thank him for his loyalty…”indicates the person in charge of Adobe’s data offers. “We went from a situation in which the consumer was blocked to an opportunity to develop the relationship with the brand”he adds.
The platform is scalable. A company can start by using Adobe’s CDP, and then take it further with Customer Journey Analytics. It is an application for analyzing and visualizing cross-channel customer journeys (online and offline) in real time. They are accessible at a glance from a dashboard. In the case of a retailer, this makes it possible to have all the data for a specific point of sale, in particular the individuals who connect to the store advisor application.
“The tools that will manage consent also help to know if it is possible to offer a personalized experience, and to whom it is not because users have refused it”says Dimitri François. “Ultimately, it is by creating this that we will build trust, and bring new users to say to themselves: I know that this brand respects my consent and I want to go further and give it more data. »he assures.
For brands, the end of cookies appears as an opportunity to review the management of their customer data, and to offer a more appropriate customer experience. “The objective is to move towards more trust and proximity with consumers, potentially thanks to machine learning and artificial intelligence”adds Dimitri François.
On March 15-16, 2022, Adobe will dive deep into the future of customer experience and the customer journey at its annual marketers event, Adobe Summit.