Personalization is giving way to ultra-personalization and it is becoming increasingly important to offer tailored experiences. In this regard, Ignacio Rodés , CEO of Rocket Digital, highlights hyper-personalization through Big Data and Analytics, emphasizing the importance of offering this type of experience in an environment of constant change: “With the large amount of data available from various points of contact – whether social networks, websites or even physical stores – brands can take advantage of this information using sophisticated analysis,” he explains.
However, new data protection laws make it difficult for companies to collect information, so Juan José Cortizo points out the need to rethink strategies and attribution models in order not to lose competitiveness. " In an increasingly cookieless world, without tracking capacity, with Google Analytics (4) that is taking away our detailed vision, almost everything we had built until now is no longer useful and we all have to rethink our data and analytics strategy, making concessions and taking decisions that will de-standardize many things ," he says.
For this reason, for Álvaro Santiago , the great challenge will be the measurement of conversions outside of the platforms, in order to respect the privacy of users: «The most relevant advertising platforms (Tiktok and meta, Linkedin is not as developed as those two) have developed APIs to connect directly to the server, platform, app or CRM. In cameroon number data addition, Google is also giving a lot of strength to Big Query, which is a product designed for the management and handling of business data and to compete with Power bi and similar platforms. I think that Data Science will be what moves marketing in general because of the importance of data for making decisions,» he says.
Sergio Simarro , from Whappyio, also believes that it will be more difficult to collect data to evaluate our actions, so it will be time to "establish synergies between the different traffic acquisition channels and develop common strategies, because we will not be able to correctly evaluate each channel individually . "
In line with this thought, Ignacio Rodés believes that “brands should focus on transparent and ethical practices in data management. Complying with privacy regulations will be essential to avoid problems in the future.”
Toni Sallent also believes that “in Google Ads, Consent Mode and enhanced conversions, and in Meta, the conversion API, will be key factors to achieve good performance in campaigns and correct conversion