How MetricsFlow Is Enhancing Privacy-First Cookieless Data Control

ST. JOHN’S, NL / ACCESSWIRE / March 13, 2023 / With third-party data going by the wayside next year, it’s up to marketers to create new ways to successfully track, organize, and retain control over first-party data without the use of cookies. As they take back the reins from Big Tech, marketers also need to consider how to adhere to privacy laws as they evolve over time.

This is where MetricsFlow can play a key role. The growing tech startup, which is currently in the midst of seed round funding, is built on the mission of helping marketers make the shift to a cookieless internet. The brand is enabling companies to collect their first-party data, take ownership of it (i.e., not just “rent” data from third-party Big Tech firms), and use it to drive growth.

MetricsFlow’s CEO, Isaac Adejuwon, sees the shift in the coming year as one that many marketers are not ready for. The executive has some insight into different ways that brands and marketing teams can prepare for the coming evolution of the data landscape:

• Don’t sit and wait for change to come to you: Marketers shouldn’t be waiting to “see what happens,” as many have done up until now. Plenty of marketers are thinking about new data laws, but CMOs and marketing leaders should be looking for ways to take active steps in the here and now.
• Keep up with laws, regulations, and Google’s latest updates: As businesses prepare to handle their first-party data in new ways, they must establish internal systems to keep up with the latest in the data world. For instance, Google’s new analytics initiative, GA4, is already in motion. New laws could be coming down the pike at any point, as well. Companies must invest in understanding what it means to responsibly manage their data over time.
• Understand and keep track of who is doing what: It should always be crystal clear who is responsible for a brand’s data. At the least, companies should have a designated Privacy officer who is responsible for looking at ongoing company data activity and understanding what happens to that data.
• Implement best practices and data tools: Data is always changing. It’s important to respond by perpetually refining what data best practices look like in your industry. It’s also wise to reduce over-complicated tech stacks and keep sensitive data in secure locations with minimal decentralization.

That last point is something that MetricsFlow is helping brands do on a regular basis. For example, the company has partnered with Salesforce to help marketers manage their CRM first-party data in a healthy manner.

As the shift to a cookieless world takes place in the coming months, MetricsFlow remains positioned to help with the transition. That way, marketers can not just survive the shock of working without pre-vetted third-party data. They can seize the competitive advantages that a proactive approach to first-party data offers.

About Us: MetricsFlow is a cookieless data analytics platform for enterprise marketing teams. We care deeply about data privacy. Websites with our tracker will never feed into ad networks or get shared with any 3rd parties.

CONTACT:

Isaac Adejuwon
Founder and CEO
[email protected]

SOURCE: MetricsFlow