As we transition into a world without third-party cookies, travel and tourism advertisers must navigate new regulations along with device and platform changes and, most importantly, the direct impact on their current marketing strategies.
NB: This is an article from Amadeus
In this blog post, we advise both hoteliers and destination marketing organizations (DMOs) on how to rethink campaigns focused on first-party data to ensure brand privacy while maximizing digital advertising opportunities. However, as with all personal data usage, it is critical that you work with your legal advisors to ensure your collection and use of personal data is in compliance with applicable regulations.
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What is first-party data and how can it be used?
First-party data is the information collected from an audience using technology solutions and data owned by a brand. Every user touchpoint that is tracked offers an opportunity to learn more about customers and build a stronger relationship with them. Customers determine what personal data they are willing to share. The content and process of this data collection will differ from brand to brand and may involve cookies, pixels or other tracking tools. But no matter how this data is collected, it’s crucial to have the necessary framework, governance and tools to manage that data.
Building a compliant first-party data strategy
Leveraging first-party data is key to understanding how customers are interacting with a brand. It’s also crucial to decide which touchpoints should be tracked during the user journey in order to achieve marketing objectives, while ensuring privacy. Before collecting data, implement a data collection framework that aligns with local data privacy regulations and with company data privacy policies as well as a data governance process to manage the processing, use and deletion of the data.
There are four primary types of cookies used to collect data. Technology must also be provided to let users consent to data collection by opting in and out as necessary. As always, consult your legal advisors about this framework. Here are the four primary types of cookies:
- Strictly necessary cookies – These are essential for users to browse the website.
- Functional cookies – These enable functionality or improve the customer experience such as helping websites remember preferences of users.
- Performance cookies – These collect information about how a user navigates through a website.
- Advertising cookies – These help with advertising to users.
It is necessary to develop and implement terms and policies outlining your data collection framework and governance. The documentation generally includes at least:
- Terms and conditions – This outlines the terms that the user and the website agree are legally binding regarding the website.
Here are some examples of first-party data types Amadeus customers process today: