{"id":6848,"date":"2022-11-11T11:56:44","date_gmt":"2022-11-11T11:56:44","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/"},"modified":"2022-11-11T11:56:44","modified_gmt":"2022-11-11T11:56:44","slug":"the-search-marketers-new-imperative-capturing-first-party-data","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/","title":{"rendered":"The search marketer\u2019s new imperative: Capturing first-party data"},"content":{"rendered":"<p>Third-party cookies are on their way out. You\u2019ve probably been thinking and talking about this for a few years now.\u00a0<\/p>\n<p>And you\u2019ve likely seen many blog posts, articles, webinars, podcasts, etc. talking about <a href=\"https:\/\/searchengineland.com\/first-party-data-core-questions-383035\" target=\"_blank\" rel=\"noopener\">how first-party data is the path forward<\/a> for adapting to the <a href=\"https:\/\/searchengineland.com\/seo-future-world-without-cookies-387079\" target=\"_blank\" rel=\"noopener\">cookieless future<\/a>.\u00a0<\/p>\n<p>What<strong> <\/strong>isn\u2019t<em> <\/em>being talked about?<\/p>\n<p>The role that search plays in collecting that precious first-party data.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/#The_role_of_search_in_capturing_first-party_data\" >The role of search in capturing first-party data<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/#Users_are_purposefully_engaging_with_your_site\" >Users are purposefully engaging with your site\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/#Clicks_have_both_high_intent_and_strong_timing_signals\" >Clicks have both high intent and strong timing signals<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/#Search_site_behavior_data_better_user_experiences\" >Search + site behavior data = better user experiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/#Search_CRM_better_digital_engagement\" >Search + CRM = better digital engagement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/#Search_CRM_better_non-digital_outreach\" >Search + CRM = better non-digital outreach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/11\/the-search-marketers-new-imperative-capturing-first-party-data\/#The_role_of_search_in_creating_great_customer_experiences\" >The role of search in creating great customer experiences<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_role_of_search_in_capturing_first-party_data\"><\/span>The role of search in capturing first-party data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Oftentimes it\u2019s commerce, loyalty programs, and the like that are deemed responsible for discovering the ins and outs of your customers.<\/p>\n<p>But search plays a critical role, too. It\u2019s uniquely positioned for a few reasons.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Users_are_purposefully_engaging_with_your_site\"><\/span>Users are purposefully engaging with your site\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>So many marketing channels engage with consumers during a non-commerce moment \u2013 while they\u2019re sitting on the couch binge-watching The Office, drooling over their best friend\u2019s Insta-perfect pictures from that recent trip to Tuscany, etc.\u00a0<\/p>\n<p>Search is a rare exception. The consumers we engage with are actively raising their hands, and we\u2019re helpfully showing up to meet their needs.\u00a0<\/p>\n<p>That means that every engagement we have with potential customers is highly intentional. They\u2019ve made the choice to not just look for something we offer, but also to visit <strong>our<\/strong> site. What that means is\u2026<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Clicks_have_both_high_intent_and_strong_timing_signals\"><\/span>Clicks have both high intent and strong timing signals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We can learn a ton of valuable information about a person, even if they don\u2019t immediately make a purchase.\u00a0<\/p>\n<p>Clicks are considered a first-party cookie, meaning the advertiser has a consented ability to:<\/p>\n<p>Tag the consumer\u2019s browser.Use that information to improve their customer experience and future engagements and interactions with the brand.<\/p>\n<p>We can also very directly and confidently infer interest.\u00a0<\/p>\n<p>Someone looking for a tent on our ecommerce website shows a much stronger signal of \u201cinterest in buying camping gear\u201d than a person browsing an outdoorsy blog or looking up the top 10 tips for hiking the Appalachian Trail.\u00a0<\/p>\n<p>We also know that they\u2019re thinking about buying that camping gear <strong>now<\/strong><em>.<\/em><\/p>\n<p>Search is a demand-capture channel that reveals high intent and purposeful engagement with the benefit of a first-party cookie.\u00a0<\/p>\n<p>Nothing new, right?\u00a0<\/p>\n<p>What\u2019s new is the <strong>relative importance<\/strong> of each first-party click that comes through search.<\/p>\n<p>As the opportunities to mine data from third-party cookies become fewer and fewer and walled gardens build their fences taller and taller, that importance will only continue to rise.\u00a0<\/p>\n<p>Search has a new responsibility to take its high-intent first-party data and use it across the marketing ecosystem.<\/p>\n<p>Search data on its own can be valuable, but it becomes even more powerful when paired with other first-party data sources. So, what does that look like?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Search_site_behavior_data_better_user_experiences\"><\/span>Search + site behavior data = better user experiences<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Garnering an ad click is only half of the battle.\u00a0<\/p>\n<p>As the consumer digests the website, text, imagery, and value proposition, a lot can happen.\u00a0<\/p>\n<p>Sometimes, consumers bounce nearly immediately, while other times, they will view 10+ pages and spend over 15 minutes browsing the site.\u00a0<\/p>\n<p>This metadata can and should be used to build customer segments. Purchase propensity scores can be derived based on on-site behavior.\u00a0<\/p>\n<p>We recommend using this information to better inform <a href=\"https:\/\/searchengineland.com\/combine-automation-options-ppc-success-387018\" target=\"_blank\" rel=\"noopener\">automated customer targeting<\/a> and <a href=\"https:\/\/searchengineland.com\/google-ads-to-roll-out-dynamic-exclusion-lists-in-coming-weeks-347792\" target=\"_blank\" rel=\"noopener\">suppression lists<\/a> to be added to digital marketing and remarketing initiatives.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Search_CRM_better_digital_engagement\"><\/span>Search + CRM = better digital engagement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Extending the view on-site behavior, we can further couple search intent to known online and offline customer engagement.\u00a0<\/p>\n<p>Is the consumer on our email list or mailing list, or have they previously purchased?\u00a0<\/p>\n<p>If yes, how active have they been, and what metadata and activity can we add to our customer segmentation models?\u00a0<\/p>\n<p>These signals can allow brands to alter messaging and value propositions in real time on the website and can also lead to improved customer engagement \u2013 a feeling that the brand knows who they are and wants to provide a <a href=\"https:\/\/searchengineland.com\/content-better-user-experience-386253\" target=\"_blank\" rel=\"noopener\">personalized and tailored experience<\/a>.\u00a0<\/p>\n<p>Beyond the site, brands will also have the ability to reach these first-party customers in other paid and organic digital experiences, such as custom-tailored social ads and emails.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Search_CRM_better_non-digital_outreach\"><\/span>Search + CRM = better <em>non-digital<\/em> outreach<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When we&#8217;ve historically talked about cross-channel marketing, especially when it pertains to search, the typical &#8220;other channels&#8221; are paid social, e-retail, display, etc.\u00a0<\/p>\n<p>We need to start including our offline channels in those conversations, too.\u00a0<\/p>\n<p>In today&#8217;s data-driven world, every brand-to-consumer touch point short of a friend saying \u201cHey, check out my new backpack!\u201d can be part of a connected journey.<\/p>\n<p>Take direct mail, for example.<\/p>\n<p>Having the ability to tailor a brand&#8217;s direct mail campaign by refining the who, the what, and the how is powerful and performant.\u00a0<\/p>\n<p>By understanding the customer&#8217;s intent and product\/service desires, as well as the fact that their need is now, we have a unique ability to build propensity models.\u00a0<\/p>\n<p>Firstly, these customer segment models can be built on the likelihood to purchase \u2013 leading to top segments as well as customers to suppress.\u00a0<\/p>\n<p>Second, the content can be altered to match the exact products\/services the customer has expressed interest in.\u00a0<\/p>\n<p>Finally, the physical mail can be tailored to match the individual and their needs. Delivering a postcard flyer, an envelope, or a catalog to different customer segments becomes possible.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_role_of_search_in_creating_great_customer_experiences\"><\/span>The role of search in creating great customer experiences<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Search has always been an important channel (in my extremely unbiased opinion), and it&#8217;s only getting more critical as its role in creating great customer experiences grows.\u00a0<\/p>\n<p>Our guiding light as search marketers has always been to meet hand-raisers with what they&#8217;re seeking, when they&#8217;re seeking it, in a way that\u2019s responsible for our business.\u00a0<\/p>\n<p>Now we have another imperative: taking the data those hand-raisers give us to make <strong>all<\/strong> of their experiences with our brand better.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/capturing-first-party-data-search-389342\" target=\"_blank\" rel=\"noopener\">The search marketer\u2019s new imperative: Capturing first-party data<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Third-party cookies are on their way out. You\u2019ve probably been thinking and talking about this for a few years now.\u00a0 And you\u2019ve likely seen many blog posts, articles, webinars, podcasts, etc. talking about how first-party data is the path forward for adapting to the cookieless future.\u00a0 What isn\u2019t being talked about? The role that search plays in collecting that precious first-party data. The role of search in capturing first-party data Oftentimes it\u2019s commerce, loyalty programs, and the like that are deemed responsible for discovering the ins [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6848","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6848","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6848"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6848\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6848"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6848"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6848"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}