Marketing Effectiveness in the Post-Cookie Era: A Comparative Analysis of First Party and Zero-Party Data Strategies on Campaign Performance and Customer  Equity

Sudipkumar Ghanvat ,Aishwarya Badlani,Shreya Sandeep Joshi

Marketing Effectiveness in the Post-Cookie Era: A Comparative Analysis of First Party and Zero-Party Data Strategies on Campaign Performance and Customer Equity

Authors

Sudipkumar Ghanvat ,Aishwarya Badlani,Shreya Sandeep Joshi

Keywords:

Post-Cookie Era, First-Party Data, Zero-Party Data, Marketing Effectiveness, Campaign Performance, Customer Equity, Privacy, Personalization, Customer Relationships.

Abstract

The impending deprecation of third-party cookies marks a pivotal shift in the digitaladvertising landscape. Marketers are compelled to re-evaluate their data strategies to maintaincampaign effectiveness

References

Ambler, T. (2003). Marketing's performance: Marketing metrics and benchmarks (2nd ed.). Butterworth-Heinemann.

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Published

2023-11-15

How to Cite

Sudipkumar Ghanvat ,Aishwarya Badlani,Shreya Sandeep Joshi. (2023). Marketing Effectiveness in the Post-Cookie Era: A Comparative Analysis of First Party and Zero-Party Data Strategies on Campaign Performance and Customer Equity . Journal of Computational Analysis and Applications (JoCAAA), 31(4), 2059–2066. Retrieved from https://eudoxuspress.com/index.php/pub/article/view/3940