What price does the consumer put on his privacy?

From Ikea's private browsing sessions to Roku's 'clean room' to North Face discounts, brands pursue different strategies to capture data first-party.

Those known as third-party cookies are moving towards their disappearance, first in browsers such as Firefox or Safari and, from next year, in Google. Through these tools created 25 years ago, brands have accessed a multitude of information about the habits of their consumers. "The cookies housed in the browser send information about the user's searches, which allows, at a given moment, to create a highly qualified audience and, subsequently, to be able to carry out a retargeting action", explains Luis Calomarde, a partner at Consulting of Deloitte Digital and responsible for the Customer Engagement area.

The cookieless era can mean a loss of competitiveness for brands derived not only from the lack of access and creation of that qualified customer base: "Affinity will be lost in digital campaigns and competitiveness in another fundamental point of digital marketing, such as measurement , at the other end of the campaign, since not having the details of all the navigation will have to infer and modify the attribution models; both key points today," warns Calomarde.

Brands, agencies and technology companies work hand in hand on data collection and exploitation tools through machine learning and Artificial Intelligence to maximize the first party data, that is, the information obtained from the company's own assets such as its website. , their social networks, emails, subscribers or apps -apps are in fact one of the most effective methods due to their omnichannel nature, since the consumer can connect, from the mobile, the computer or from the television-. "Current marketing is based on the design of experiences, where brands must assert their value proposition and for this to be possible we need to combine first party data, omnichannel and real time," emphasizes the Deloitte partner.

Does the customer share their data for free or do they want something in return? How much is your privacy and fidelity worth? According to Calomarde, Spanish users have no problem sharing their information, especially if they get a freemium subscription for it or if it gives them access to something they want on time. We have all accepted endless privacy conditions without reading them to obtain a product". However, it should be noted that this behavior "varies a lot depending on the age group, with the age ranges most concerned about privacy being those between 25 and 34 years. To capture data from different audiences, different strategies will be necessary that can range from discounts or access to exclusive events such as those of North Face or the maximum personalization of the Nike experience for those registered in Nike, to the exchange of points for products or even donations. to a charitable entity such as Sephora's Beauty Insider loyalty program.

Other companies like P