Three Ventures Technology, Inc.’s Post

🏢 B2B Orgs - 3rd Party Cookie Removal Impacts On Attribution! As 3rd party cookies go away (Q3 2024 in Chrome), 1st party cookies become the new normal. What does this mean? 1st party cookies expire much faster than 3rd party cookies, in 7 days for example in Safari... If your sales cycle is happening beyond a 7 day window, it's likely that you'll need to begin to look at your CRM as the source of truth for your marketing attribution data. It highly likely that you'll also need to update your data warehouse to source attribution data from a trusted source. This will become fundamental to ensure that the teams managing your marketing can still get the insights needed to understand what drives: - MQLs - SQLs - Closed Won Business (Deals / Opportunities) To do so, you'll have to focus on who's your audience and what do you need to know about them (emphasis on their attributes and customer journey!). These hard conversations will have to be facilitated to ensure that your CRM data model can take steps towards becoming the source of truth for your data, while solving the challenges that the removal of 3rd party cookies will bring. Three Ventures Technology, Inc.

No BS. This is a #lead we got this morning. We have denied working with some vendors due to our internal open source intelligence tooling identifying some of their reviews on #GlassDoor and Clutch as being a high probability of fraudulent. Yes, #Clutch has a bunch of fake #reviews from agencies who’s work I have personally un-f*cked. There’s no way that have 75, 5 star average reviews there. Some of you follow me, who I know have done this type of shady tactic. Still deciding if I should start to call some people out…

I have a content piece on this topic and want to take a poll before posting it. It’s only about 10 seconds of time. Give it a little tap 👇

4300+ C-suite executives surveyed by PwC. Take a look at this… 45% of CEOs don’t think their company will be viable in 10 years. For all my c-suite friends and colleagues, consider this when it comes to leading… As budgets continually come under scrutiny and adjustment this year, ensure that the language and discussion for considering what goes and stays is grouped into short term results (ROI focused), vs long term strategic focus. If you gut the budgets for the later grouping, the question to ask is “Can we afford to have our business stay stagnant long term?”. More to come on this topic later… #adobesummit

3rd Party Cookies Are Going Away (Thank Chrome & Privacy!) Here's the reality. If you're migrating away from GA4, or not putting a lot of focus on your CRM integrating first party data into your marketing & advertising platforms - a wake up call the size of Texas is coming... But here's the thing.... It won't present it's self as a visible problem... Slowly you'll start to notice more and more direct traffic conversion attribution, and less and less social, display, video. This is going to impact Matomo, Snowplow, Adobe Analytics, etc... Basically middle and top of funnel activities are going to start going dark... Why not GA4? Chrome. Google has racketeered this problem (in the name of privacy) and is the only company capable of solving it. How? Chrome's identity graph. It knows exactly what you do in your browser, because of being logged into it with your Google Account. It's going to model any missing or "tracking restricted" sessions based on Chrome data (in an anonymous to us fashion, of course), and then import it back into GA4. And of course you know what that means... Google Ads will have the data too. And you'll be stuck trusting Google's black box, data driven attribution model for your reporting. Which executives already don't like / trust, and rely heavily on last click models imported into their data warehouse. What can you do? Change your tune with GA4. Start explaining the situation to executives. Start setting the expectations that non-Google reporting is going to start having lots of "dark" attribution. If you don't three years from now you'll be scratching your head wondering why every marketing metric just doesn't make sense and you've been optimizing your media mix on bad data. Just don't say we didn't tell you so 😉 Link in first comment.

🤑 You can finally see search terms in pMax campaigns... 🤑 Google recently rolled out new insights. You can now see search categories AND search terms in pMax campaigns. Note: this is only available in accounts with the newest interface. How to: 1. Click on a pMax campaign 2. Go to the ‘insights’ tab 3. Scroll down to search terms insights 4. Click on “view detailed report” 5. Expand categories to see search terms

💡 What does Three Ventures do? ⚡ I've been asked this a lot. It's always been hard to describe as our four practice areas of our consultancy sometimes don't have obvious overlap depending on what a client's scope of work is... It's not just google analytics work, it's not paid search advertising, it's not just HubSpot work, nor is it just work in AWS or BI platforms... It's data architecture, data activation and data security. Our clients have labeled us more than once as "The special forces of IT and Marketing consulting". Plainly put, we solve our clients most challenging problems. Their most challenging problem? Fundamentally it's... - Data architecture - Data use - Data security That's why the niches we accelerate in are B2B demand gen, and specialty ecommerce. On our recent podcast episode talking about the removal of 3rd party cookies, we highlighted the importance of having congruency in data models across the platforms used to run business operations. It's how we solve the most challenging problems our clients have with, you guessed it... Data architecture, use, and security.