With the imminent demise of third-party cookies, marketing teams are shifting their strategies towards becoming fully focused on first-party data. Yet, even when the strategy is in place, there are a few roadblocks that prevent the proper recognition of customers.
In this use case, we share how our Consultancy team was able to overcome the 7-day first-party cookie expiration period in Safari and enabled our customers to recognize up to six times more returning website visitors.
As third-party cookies are already in decline, our customers focus on improving their performance using first-party cookies. Other browsers are following this trend and are implementing similar initiatives.
To help our customers overcome the ITP restrictions with regards to first-party data, our consultants started working closely together with one of our global customers. This project is part of our strategic Relay42 First-Party Data Program – a program in which we guide our customers toward building a first-party data strategy based on their specific situation.
The main business goal of the use case was to increase the recognition rate of returning website visitors coming from the Safari browser.
The result exceeded the expectations of the team. After a month, the team was able to recognize almost 6 times more returning visitors, coming from the group that received the server-set cookie.
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Using a server set cookie allows your team to improve the performance on Safari by:
Increasing the recognition of your returning website visitors (after 7 days)
Improving the accuracy of your web analytics
Optimizing your retargeting strategy for Safari users across channels
Get in touch with our team to learn more about how the Relay42 platform can help your business turn fragmented data into meaningful customer relationships.
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