This guide was created to explain how the iOS 14 updates have impacted paid media, how brands are adapting, and how an effective CDP can benefit your brand.
Customer Data Platform
December 6, 2021
Apple’s iOS 14 has completely altered the way companies market to customers. Paid media advertising has become trickier, and this is forcing brands to get creative with their marketing efforts. This guide was created to explain how the iOS 14 updates have impacted paid media, how brands are adapting, and how an effective CDP can benefit your brand.
iOS 14 has enforced much stricter rules regarding data privacy. Before iOS 14, apps could track mobile behavior by default. After the iOS 14.5 update in April of 2021, users must opt in to allow apps to track their mobile behavior. This has had an enormous impact on paid media advertising.
Because users can choose to opt out, the data pool for targeted advertising has shrunk. According to a study by Flurry, the worldwide daily opt-in rate for iOS 14.5 users never exceeded 15%, while the U.S. rate was even lower at 6%. This has made it increasingly difficult to target potential customers through paid media.
This shift has forced companies to rely more on organic strategies that create brand awareness and acquire customers by working with content creators and brand partnerships. Other strategies include working with influencers, in-house digital content platforms, customer data platforms (CDPs), and newsletters.
Additionally, the iOS 15 update is expected to change email marketing by adding “hide my email” and mail privacy protection features. This will force marketers to find more creative ways to track customers and build buyer personas. Times are changing, and successful marketers must be proactive in developing new strategies for targeting customers.
A great way to adapt to these changes is by using a CDP. CDPs help companies obsessively focus on their customers and gain insights from their engagement. CDPs allow marketers to understand customers by managing their data. This is helpful for improving ROI, budgeting for campaigns, keeping users engaged, and more.
CDPs work by tracking and monitoring data from multiple sources to consolidate information on a single hub. A CDP can continually analyze, manage, integrate, and collect customer data once set up. This lets marketers create effective strategies by using this current data.
The following are types of data that a CDP can use to help you discover more about your customers.
CDPs can generate this data from customer feedback, online metrics, support occurrences, engagement measures, analytics reports, and more.
An effective CDP should be able to perform the following five tasks.
For a CDP that can perform these tasks and more, consider using Arena CDP.
Arena CDP is a unified platform that lets you deliver real-time personal experiences for customers and activate individual marketing with centralized data.
Arena Personas creates individual profiles for each customer and brings data enrichment to their profiles. It does this by running complex algorithms with the content of pages visited and raw tracking events data to create an interest profile of every customer.
For example, one user visiting an article on your website that has a Canadian politics live blog starts voting for political stances, responding to polls, and interacting with content. Arena Personas determines this user is probably interested in politics and Canadian politics specifically.
Arena Personas actively monitors what users are engaging with to create a comprehensive profile. On each profile, you can see the user’s qualification, score, email, last piece of content viewed, connections, browser and device used, and engagement timeline.
It gives you the ability to view their current job, education, and social affinities. It even provides an in-depth chart of interest categories and subcategories.
Once the platform has collected some data on your users, you can create targeted marketing campaigns for each group. For example, you can create a campaign for “users interested in North American politics”. You can start by selecting a category like “politics” then including subcategories like “Canada”, “United States”, and “Mexico”.
Arena CDP lets you send targeted emails and create Google and Facebook ads for selected user groups. Arena analyzes user behavior and matches it against a taxonomy with over 840 categories. To gain additional insights, Arena can measure a user’s affinity with certain brands for select customers.
It uses language analysis to gauge customer preferences and feelings. The tool complies with GDPR and EU/US Privacy Shield to secure data. It also generates user scores to understand a customer’s propensity to perform specific actions and his or her intent to buy.
Arena CDP was created for product managers, growth marketers, and developers.
Product managers can use the CDP to enhance the product roadmap and generate data-driven insights. This lets product teams focus on execution because all customer data is consolidated in one place. It also lets them track income generated from each user and see individual purchases.
Growth marketers can use Arena CDP to build real-time campaigns activating individual marketing. Marketers can target specific customer groups, get an all-in-one 360 view of customers, and collect data from several touchpoints. They can also see interest profiles and engagement history.
Arena CDP lets developers use APIs to collect data from several different platforms. It gives them greater insights into how their organization gathers, handles, and maintains data. Arena CDP can pull information from CRMs, social media, mobile devices, and from the web.
An important aspect of CDPs is their ability to integrate with and collect information from third-party apps. Arena CDP easily integrates with over 100 apps to gather data for brands.
The CDP can integrate with social media platforms like Twitter, Pinterest, and Facebook Messenger. Other integrations include Shopify, HelpDesk, ChatBot, WordPress, Google Analytics, and Slack.
Because of Apple’s increased concern for protecting user security, companies need to find a new way to gain insights on their customers. An effective CDP can fill this need by helping companies identify customer preferences, reveal the best ways to interact with customers, create customer profiles, and more.
A tool like Arena CDP can create personas by building individual profiles for each customer and collecting data from several touchpoints. The tool was built to help product managers, growth marketers, and developers get to know their customers more closely. The tool also integrates with several third-party integrations for collecting information. To try Arena CDP today, click the link below.