Cookieless marketing is more important than ever, as third-party cookies are predicted to be eliminated at the end of 2024. In this recap, learn from two different sessions at Adobe Summit 2024 on how leaders from Nasdaq and US Bank are tackling data challenges and focusing on cookieless marketing initiatives.

Session Breakdown: [S212] Nasdaq Conquers Data Challenges with Adobe Real-Time CDP

Session Speakers:

JJ Raymond - AVP, Marketing Data, Technology & Innovation, Nasdaq

Sasha Andrianova - Marketing Systems Strategy Lead, Senior Specialist, Nasdaq

Nasdaq’s Challenges

In 2022, Gartner estimated it costs $1 to verify information and correct it upon entry. For companies that wait to fix it later, it would cost $10; if teams never correct data, it would cost $100 due to the cascading implications across different groups.

The speakers touched on other privacy violations of GDPR, and how massive fines could be for noncompliance, such as fines up to 20 million Euros or up to 4% of a company’s previous year’s total global revenue.

For Nasdaq, the organization had grown over the years and faced challenges around internal system growth. The speakers explained some of the challenges Nasdaq needed to solve:

• Disjointed databases and decentralized tech stack, data records across different systems
• Overlapping audiences across a single brand’s communications and a fractured view of client activity
• Managing data privacy and the right to erasure

Both Raymond and Andrianova spoke at length about how marketing automation platforms excel at managing marketing-specific data but can lack the sophistication of something like a customer data platform (CDP).

“Marketo is a great tool to start your journey with, but as you scale your marketing efforts rapidly, globally, you’ll start to struggle to do so with just a marketing automation platform,” Raymond stated.

Nasdaq soon learned that marketing automation platforms have limited capabilities to scale up and adapt to new data structures.

Nasdaq and Adobe Real-Time CDP

Implementing Adobe Real-Time CDP allowed the organization to have a real-time synchronous data hub.

Below are the benefits Nasdaq experienced when building processes into its CDP:

• Saving time: Reducing hours spent creating complex audiences
• Preventing errors: Mitigating potential for human error during Smart List creation
• Freeing bandwidth: Alleviating the need for Marketo Engage administrator oversight of less technical users
• Executing faster: Creating more meaningful content
• Improving targeting: Combining data across systems to bring in more first-party data and more robust audiences across channels

Andrianova explained, “At Nasdaq, we’ve been able to simplify our Marketo Engage user’s workstreams and reduce the hours spent creating large custom audiences by moving our audience building process out of Marketo Engage and into the CDP. This shortens the amount of time it takes to build the list…and also saves processing time.”

Through a one-time connector, Nasdaq built client specific product audiences that are updated, meaning teams have actionable lists that can be used in Marketo and other channels. The business faces lots of potential for overlap since acquiring 20 companies in the last 10 years; now, data for each user is consolidated into a single profile, and Nasdaq is able to create unique and accurate data profiles, which grow business confidence and cater campaign messages to a specific client.

With Adobe Real-Time CDP, Nasdaq increased its total addressable market by 64% within 12 months, and with millions of users, the organization can communicate with customers at specific points in the customer journey.

Session Breakdown: [S506] 5 Strategies to Execute Cookieless Marketing Now

Session Speakers:

Lory Mishra - Sr. Product Marketing Manager, Real-Time CDP, Adobe

David Barnes - Business Product Owner - Adobe Experience Platform, US Bank

Are Businesses Ready For The Elimination of Third-Party Cookies?

The session started with a simple question: Are attendees’ organizations ready for third-party cookie deprecation? Both Mishra and Barnes talked about the results in the room and the amount of skepticism within the industry that the elimination of third-party cookies will actually happen by the end of 2024.

While some may be skeptical about the end of cookies, the conversation transitioned to focus on how organizations are making the most out of their data and technology to make a good impression on customers.

The speakers presented a statistic from Forrester that reinforced the importance of data quality, stating that 21 cents of every media dollar is wasted due to poor data quality. How can teams start to focus on cookieless marketing? Below are five steps companies can take.

Step 1: Engage with First Time Visitors
How do I personalize content in real time for first-time visitors?

The speakers reminded the audience that site content can be personalized to make even an anonymous visit feel more relevant to the user. Teams can use images that can be targeted to a user based on what you know about their IP address; for example, visitors on one side of the country can see visuals that relate to them versus a person living in Florida yet seeing images of mountains and snow.

Organizations can take visitor personalization one step further by utilizing Adobe Real-Time CDP. With a CDP profile in the mix, companies can better understand first-time visitors and their journey and change up the experience. With a CDP, teams can now have a full persona in 350 milliseconds or less.

Step 2: Reach Known Customers at Scale
How do I reach my customers in paid media without cookies?

Question: Now that you have collected first-party data, how do you maximize that data and reach them at a greater scale?

Answer: Work with an identity partner and augment the identities you might have on a customer. Now, companies will know more about a customer and reach them via more identities and channels.

Step 3: Expand Audiences with Partnerships
How do I optimize prospecting in my CDP?

Barnes spoke about how US Bank implemented a CDP in the fall of 2021 and how moving Adobe Real-Time CDP helped the organization go beyond the customer.

The speakers presented the benefits of Adobe Real-Time CDP collaboration and touched on how teams can tap into audiences and use them to collaborate at an audience level.

Step 4: Honor Consent and Earn Trust
How do I manage consent in a dynamic ADTech landscape?

Cookieless marketing requires post-cookie paid media consent management, and advertisers cannot wait for clear external consensus to address these post-cookie consent challenges.

Barnes asked the audience, “If I want to target someone based on their IP address showing up on my website, what is the consent if I’m targeting within California?”

He suggested that leaders ensure that everyone within an organization is on the same page and ready for future disruption.

Step 5: Execute Efficiently with Help from AI
How do I manage this change with limited time and resources?

Mishra spoke openly about Generative AI and AI Assistant. With the alpha of AI Assistant, Adobe saw teams supercharging productivity, democratizing access to the platform and their customer data internally, and unleashing new ideas that helped imagine other possibilities for how to engage customers.

US Bank was part of the Alpha of AI Assistant, and Barnes shared his thoughts as he started as a skeptic and became an evangelist for the system: “It has become for me, an easy way to get to the data.”

Are you interested in learning more about how Adobe Real-Time CDP can help your organization deliver personalized experiences? Contact Blue Acorn iCi for more information.