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Chrome 80 for Marketers: How to Target Audiences Without Third-Party Cookies

Derek Andersen Senior Content & SEO Specialist, DialogTech

As a marketer in 2020, it can be challenging to keep up with — and remember the acronyms for — all the new data privacy regulations. The wave of new regulations started in 2018, with the EU’s General Data Protection Regulation (GDPR), followed by Apple’s Intelligent Tracking Prevention (ITP), Mozilla Firefox’s Enhanced Tracking Protection (ETP), and The California Consumer Privacy Act (CCPA).

The latest internet privacy update, Google Chrome 80, thankfully does not have an associated acronym. But it does have far-reaching implications for marketers. This blog explains what Chrome 80 means for marketers and shows how you can tap into first-party data from phone conversations to improve audience targeting in a post-third-party cookie world.

What Is Chrome 80?

Chrome 80 is Google Chrome’s latest browser update. Its new features are intended to improve browser speeds and enhance consumer privacy.

The most notable change is that Chrome 80 places restrictions on the use of third-party cookies, which brands use to track an individual’s activity across outside websites. More specifically, Chrome 80 blocks third-party cookies that do not explicitly set cookie labels to prevent the nefarious tracking of users across domains.

First-party cookies, which brands use to track visitors across their own website, will not be impacted.

By instituting this change, Google is raising its privacy standards. However, by blocking only a subset of third-party cookies, rather than all third-party cookies, it doesn’t go to the same lengths as Safari and Firefox.

What Does Chrome 80 Mean for Marketers?

Since 70% of the world’s population uses Chrome, this update means a significant portion of cookie-based data collection will be lost. For instance, Chrome 80 will inhibit marketers from tracking the outside domains their users visit and building profiles with this data. As a result, it will be more difficult to serve them ads relevant to their interests.

But, as mentioned above, Google’s move to restrict third-party cookie tracking did not come in isolation — it’s part of a larger trend. Google’s updates are similar to those made by Safari and Firefox; however, they’re slightly more lax, since those browsers block all third-party cookies by default. Chrome 80 also more closely aligns with GDPR and CCPA, which have given users more authority over how their personal data is stored and collected.

As a result, marketers are looking for other data sources to use for audience targeting — namely, their own first-party data. A 2018 study revealed that 85% of brand marketers said that increasing their use of first-party was a high priority.

In a Post-Third-Party Cookie World, Marketers Can Target Audiences by Tapping into Their First-Party Data 

First-party data, or profile data that you’ve collected about your audience from your internal data sources, is more valuable to marketers now than ever before. This is not only because of the valuable consumer insights your first-party data provides, but because you can ensure it is collected and stored in compliance with tightening data regulations.

Your organization undoubtedly has troves of first-party data at its disposal. Common sources of first-party data include data in CRMs, email subscriber lists, transaction records, website visitors, social media followers, surveys, and of course phone conversations.

Let’s take a look at the last item on that list. Phone conversations, whether to your call centers or locations, are a rich but often overlooked source of first-party marketing data. For many marketers, insights from inbound phone conversations can fill the data gap created by Chrome 80. Rather than relying on third-party cookies to determine user interests and intent, marketers can get this information directly from the voice of the consumer when they call. By capturing phone conversation data and using AI from a solution like DialogTech to extract insights from that data at scale, marketers can understand each caller’s disposition, intent, product/service interests, recent life events, how urgently they need to make a purchase, and much more.

It may seem counterintuitive, but in today’s digital world, consumers are calling businesses more than ever, especially when researching businesses online. In 2019, digital ads drove over 162 billion phone calls to businesses — a 113% increase from 2014. Think of the wealth of consumer insights available from those conversations: consumers are literally telling businesses who they are, what they care about, what they are worth as customers, and how you should be marketing to them.

Obviously, for almost every marketer, listening to all the phone calls to your business manually is not feasible. However, with AI-powered call analytics, marketers can automatically capture insights from inbound phone conversations at scale. Below are some examples of the data you can capture from phone calls with the help of call tracking and AI:

  • The channel, campaign, ad group, keyword, and webpage that drove the call
  • The device the caller used to engage with your marketing
  • The day and time the call
  • The caller’s name
  • The caller’s phone number
  • The geographic location from which they called
  • If they’re a new or repeat caller
  • If the call was answered
  • If the call went to voicemail
  • How long the caller waited on hold
  • If the caller abandoned the call
  • The duration of the call
  • If it was a sales or appointment opportunity
  • What products or services the caller expressed interest in
  • The call’s lead score, on a scale of 1 to 10, based on the conversation
  • If the caller is looking to make a purchase soon
  • If the call resulted in a sale or appointment
  • If a CX issue occurred on the call

Sample DialogTech call transcription and location performance report

Interestingly enough, at this year’s Interactive Advertising Bureau Annual Leadership Meeting in Palm Springs, IAB Tech Lab proposed developing a new identifier based on people’s phone numbers. This would provide a more consistent way of recognizing users across the web than third-party cookies — since the average person rarely changes their phone number, even if they move or switch carriers. Marketers using a call analytics solution like DialogTech — which captures the phone number of every caller and connects it to insights from their conversation (such as intent, interest, outcome, and value) — would be able to use that information to target callers across the internet with more relevant digital ads.

5 Ways Marketers Can Leverage Phone Conversations to Fill the Data Gap Created by Chrome 80

Cookies were once the bedrock for collecting user profile data and targeting digital ads. But, with the release of Chrome 80 and the tightening of other data regulations, marketers need to find a new data source.

Leading marketers are turning to insights from consumer calls to their business to fill the data gap that third-party cookie restrictions have created. And some are capturing richer insights than they’d ever received from third-party cookies. As a result, they’re targeting their ads more precisely and driving a higher ROI on their marketing spend:

1. Retarget Consumers More Accurately

Have you ever been served ads for a product you already bought? This not only creates a poor customer experience — but it also flushes marketing dollars down the drain. Marketers can avoid this all-too-common mistake by connecting the full customer journey — including phone calls.

With conversation intelligence data, you can retarget callers with ads for the products or services they expressed interest in over the phone. If the caller already converted or made a purchase over the phone, you can upsell them with ads for a companion product/service or exclude them from seeing ads to avoid wasting spend.

2. Identify Trends by Location and Serve Ads Accordingly

Conversation intelligence solutions can identify new market opportunities by analyzing what’s said on phone calls to your business and taking advantage of trends. For example, let’s say you’re a home services company and your conversation intelligence solution identifies that a large percentage of callers from your Chicago location are asking for help with grub control. Based on this insight, you can surmise that a grub outbreak is happening in that area and could target the Chicago region with digital ads for grub control to reach more people affected by this issue. You can continue to run the ads for as long as calls persists or, if it’s an annual pattern, relaunch that messaging at the same time next year.

3. Identify FAQs and Update Your Website Pages to Address Them

Conversation intelligence can also identify new frequently asked questions. If callers are voicing these questions over the phone, chances are they’re also running them as queries in search engines. By verifying the search volume of these queries in a keyword research tool and adding them to relevant webpages on your site, you can improve SEO visits.

You can also add answers to more granular, product-specific FAQs to your website to improve your conversion rates. This is especially effective on product pages and other bottom-of-funnel content visitors are likely to read just before making a purchase. In this use case, your aim is to address your audience’s concerns and provide them with all the information they need to complete the purchase.

For example, a mattress retailer could improve CRO by placing answers to FAQs about compatible bed frames, financing options, and care instructions on their product pages.

Nectar addresses FAQs about compatible bed frames by placing this graphic on its mattress product pages

4. Personalize Callers’ Experiences on Your Website

By understanding key attributes about each caller, such as their buying intent and the products or services they’re interested in, marketers can provide personalized website experiences.

For example, let’s say you’re an auto retailer and you have a caller who expressed genuine interest in one of your midsize SUVs but didn’t convert. You could use this data from a solution like DialogTech to deliver a custom web experience for the caller using a solution like Adobe Target that integrates with DialogTech. When they go back to your site, it can recognize and then display the SUV in the homepage banner with a special financing offer.

If you have an ecommerce site, you can populate your “Recommendations” carousel with products related to what the caller expressed interest in over the phone. For example, if a caller expresses intent to buy a grill, your website can give them recommendations for related grills and accessories.

Tailor website recommendations based on the products callers expressed interest in over the phone

5. Personalize the Caller Experience to Increase Conversion Rates

Driving high-quality phone calls from your digital ads is half the battle. To boost your ROI, your agents need to convert these callers to customers. As the marketer, it’s your job to own the full consumer journey — doing so can greatly improve your chances of securing these phone conversions.

With call analytics, you can understand which search keywords and digital ads are driving phone calls and route each caller accordingly. You can also prioritize calls from your highest-converting marketing sources so these valuable callers don’t have to wait on hold. When calls are routed to your agents, you can provide them with contextual data about the caller so they can tailor their conversation to win the sale.

To learn more about how you can use first-party data from consumer calls to boost your marketing ROI, download our ebook, Fuel People-Based Marketing Success with Call Analytics.

To learn more about how you can use first-party data from consumer calls to boost your marketing ROI, download our ebook, Fuel People-Based Marketing Success with Call Analytics.

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