12 Key Takeaways From Terragon Facebook Webinar
12 Key Takeaways From Terragon Facebook Webinar
Terragon, Africa's leading data and analytics company, recently co-hosted a webinar with Facebook to introduce the Facebook Conversions API. This marketing tool will assist brands in preparing for the demise of third-party cookies.
The Webinar, titled Online Advertising in a Post-Cookie World: Delivering Personalised Ads Using the Terragon CDP and Facebook Conversions API, drew nearly 300 attendees from leading FMCG, Telco, Bank, and E-Commerce brands across Africa.
Chris Humphrey, a Marketing Strategy and Technology Consultant at PricewaterhouseCoopers (PwC), Emily Wilson, a Marketing Product Partnerships Manager at Facebook, and Dayo Adefila, Head, Digital Marketing Africa, PZ Cussons, were among the Webinar's featured speakers.
Some of the key takeaways from the Webinar are as follows:
CHRIS HUMPHREY – PwC Consultant in Marketing, Strategy, and Technology
On the value of first-party data and the need for data management software investments.
1. “What advertisers truly need to do is reconsider their approach to customer data. They will eventually reduce their reliance on third-party cookies as a result of this.”
2. “In a post-cookie world, the role of a CDP (Customer Data Platform) will become critical, particularly API access to each of the Walled Gardens. The difficulty for advertisers will be reclaiming the level of data from those Walled Gardens.”
3. “To Test and Learn does not mean to move quickly and fail; it means to move quickly and build things. It's about determining how data and technology can be expanded into the marketing technology space and potentially adding to that MarTech space to increase execution capability.”
EMILY WILSON – Facebook's Marketing Product Partnerships Manager
On the Facebook Conversions API and the critical role of data in optimizing campaigns for better business results.
1. “When we surveyed consumers across eight markets globally, we discovered that 87 percent believe it is critical to purchase from brands or retailers who understand them and what they truly care about.”
2. “It is impossible to serve a targeted advertisement to someone and ensure that the advertisement is extremely relevant and interesting to them if you know nothing about that user.”
3. “Data-driven personalisation enables advertisers to deliver the most relevant message at the right time throughout a customer's journey.”
4. “The Conversions API can be used to share any type of real-time website interaction with your website, as well as any customer activity that is stored on your server but is not accessible via the pixel.”
5. “The higher the quality of your data, the greater the return on investment. A more reliable data connection results in increased insight into your customers' activities and preferences, and increased insights result in increased opportunities to personalize the Ad experience for customers, which results in increased engagement and improved business outcomes.”
ADEDAYO ADEFILA – PZ Cussons' Head of Digital Marketing for Africa
On the critical nature of first-party data for effective data-driven marketing and the importance of digital strategy
1. “As Walled Gardens evolves, one of the capabilities that will become apparent is its ability to assist organizations in improving their targeting and gaining deeper insights.”
2. “For fast-moving consumer goods companies, the most compelling need for a Customer Data Platform is the ability to access and aggregate data into a single user view.”
3. “Customer Relationship Management is required to assist in obtaining more accurate first-party data and in comprehending what matters to your customers.”
4. "Conduct a test and begin. Avoid waiting until October or November. Begin by learning how to leverage Facebook's Conversions API and selecting the appropriate CDP. Terragon offers something truly tailored to Africa, as it is mobile-first and has a mobile reach. That, I believe, is an excellent starting point for any advertiser."
Stakeholders at the session emphasized the critical need for brands to begin testing solutions such as the Terragon Facebook Conversions API immediately to solve for effective digital advertising in a cookie-less world before the cookie is phased out at the end of this year.
Terragon is Africa's leading data and analytics company, leveraging artificial intelligence to assist brands in Africa connect with their customers at scale.
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