#451: The Post Cookie World and CX with Carl White, Nano Interactive
The Agile Brand with Greg Kihlstrom
The Agile Brand
5 • 2.7K Ratings
🗓️ 27 November 2023
⏱️ 23 minutes
🧾️ Download transcript
Summary
Nano Interactive’s recent data showed that 70% of UK consumers now regularly hide their personal data when online, and as the Government pushes through both its Data Protection and Digital Information Bill and its Online Safety Bill, marketers need to be prepared for the post cookie apocalypse or they risk being left behind and their ad effectiveness will suffer.
Today we’re going to talk about the post cookie world and what this means for advertisers and marketers, and how it stands to affect the customer experience.
To help me discuss this topic, I’d like to welcome Carl White, Co-Founder and Group CEO at Nano Interactive.
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SYNOPSIS
In this episode, guest Carl White shares valuable advice for brands navigating the post-cookie world. He emphasizes the importance of brands fully understanding the evolving technologies in marketing and advertising. This entails dedicating time to learn and familiarize themselves with emerging approaches and techniques. One specific recommendation is to acquire the skills to model and scale data using these new approaches. This involves analyzing and interpreting data to make informed decisions and optimize marketing strategies.
Furthermore, White advises brands to move away from relying solely on identity and profiling techniques. Instead, he encourages them to adopt a post-ID approach, thinking beyond traditional methods. This means not depending solely on walled gardens, platforms with restricted access to user data, for answers. Instead, brands should explore alternative methods and solutions.
Overall, the advice for brands in the post-cookie world is to proactively understand and utilize new technologies while avoiding over-reliance on traditional identity and profiling techniques.
Transcript
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| 0:00.0 | Welcome to season five of the Agile Brown with Greg Kielstrom, where we talk with enterprise |
| 0:06.7 | and technology platform leaders about the people, processes, and platforms that make marketing |
| 0:11.6 | and customer experience successful, scalable, and sustainable. |
| 0:16.0 | This is what creates an Agile Brown. |
| 0:17.8 | I'm your host, Greg Kielstrom, advisor and consultant for Fortune 1000 Marketing and |
| 0:22.5 | CX leaders and teams as principal and chief strategist at GK5A, and bestselling author |
| 0:29.2 | keynote speaker, entrepreneur, and Agile certified coach. |
| 0:33.6 | The Agile Brown podcast is brought to you by TechSystems, an industry leader in full stack |
| 0:38.0 | technology services, talent services, and real-world application. |
| 0:42.7 | For more information, go to teksystems.com. |
| 0:47.4 | To sign up for the Agile Brown newsletter and get the latest insights and articles on |
| 0:51.1 | marketing technology and CX, or to purchase a copy of my latest book, House of the Customer, |
| 0:57.1 | go to GregKielstrom.com. |
| 0:59.2 | You can also find all my books on Amazon and other retailers, and now on to the show. |
| 1:07.3 | Nano Interactive's recent data showed that 70% of UK customers now regularly hide their |
| 1:12.8 | personal data when online, and as the government pushes through its data protection and digital |
| 1:18.0 | information bill and its online safety bill, marketers need to be prepared for the post |
| 1:23.0 | cookie apocalypse, or they risk being left behind, and their out-effectiveness will suffer. |
| 1:29.5 | Today we're going to talk about the post-cookie world and what this means for advertisers |
| 1:32.9 | and marketers, and how it stands to affect the customer experience. |
| 1:36.9 | Tell me, discuss this topic. |
| 1:38.1 | I'd like to welcome Carl White, co-founder, and group CEO at Nano Interactive. |
... |
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