Correspondence to approaching cookies and customer data platform -ZDNET JAPAN

　This series has explained the "composable DXP" provided by Sitecore for the importance of composity in modern business and the realization of composable business.I often mentioned the composity of data.

　This time, the important points of how to consolidate and operate data is the idea of questions and issues regarding data management and utilization, focusing on the technology customer data platform (CDP) that supports data utilization.I will summarize.

Technology necessary for using data from the cookieless era

　CDP refers to a platform for collecting, accumulating and managing a wide variety of customers' customers.By using CDP, companies will be able to consolidate their existing customers from multiple data sources and implement measures to improve user experience in advertising targeting and communication with customers.In other words, by analyzing the information of each user using a CDP, you can perform personalization of information dissemination according to your needs.

　However, improving user experience using CDP requires data to clarify what users are.The data required here is basic personal information -related data such as "name", "age", "date of birth", and "gender", and obtained from offline behavior such as "store visit history" and "purchase information".The data acquired online, such as "Access log to the company's site" and "terminal used for site access".

　These data are often managed in a company because the data sources are very different.And using it individually does not give that much value.However, by integrating and analyzing these data that is managed separately using CDP, it is possible to clearly draw the person's person's personality, and for users in a communication method suitable for the person image.It will be possible to deliver information.

　In this way, CDP is a technology that plays a major role in consolidating and analyzing data owned by the company.In fact, as an example of technology that supports data utilization this time, there is a mega troll that has a major impact on future marketing strategies.Strengthening the regulations of personal information protection and the end of the support of cookies with major browsers.

　In Japan, the revised Personal Information Protection Law is scheduled for April 2022, and it is said that the handling of personal information online will be more strict.In response to the movement of personal information protection centered on European and American countries, major browsers such as Safari and Firefox have finished supporting "third -party cookies", and Chrome responds to third -party cookies.He says he will end it.These changes will greatly limit the distribution of data provided by third parties.

　This mega trend has enough influence to destroy existing marketing activities.The digital marketing of about 20 years from the spread of the Internet to the present has established a position where third -party cookies support it.Cookies include online user behavioral information, such as what sites the users have visited in the past and reached their sites, and many marketing measures based on this information.It has been executed.However, due to the recent strengthening of the regulations on personal information protection, cookies have been perceived as personal information, and the number of cases in which users are required to obtain consent to third parties is increasing.

　In that case, the distribution of third -party cookies will inevitably decrease, but if the main browser ends the support of third -party cookies, the third -party cookies will not be used.。In other words, it is impossible to "natural", which is determined by data provided by a third party, and transmits advertisements that apply to the user image suitable for the company.

　If that happens, the importance of approaching users who connect with our company, mainly existing customers, will inevitably increase.At that time, CDP is the best demonstration.