Solutions to a cookie-less future: is performance marketing dead?

Is performance marketing dead? In this video, our Chief Marketing Officer Thuy Ngan Trinh, deep dives into the three pillars of performance marketing (reporting, optimization, and targeting), and explains why she believes that performance marketing as we know it doesn’t have a bright future.
00:00 What is performance marketing?
00:36 The pillars of performance marketing
4:12 Solutions for a cookie-less future
7:47 Summing-up
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[@RafalReyzer]

Performance marketing is "slightly dead!" That's a good assessment :D. Great video by the way!

[@beatforyourbrand8376]

She is Amazing! 😁🚀

[@thuy-ngantrinh]

Thanks so much 🤩! Stay tuned for more content!

[@s.j.9665]

Hey, this is a great channel! Cookieless future will definitely have a huge impact! I think you're right that a-/b testing and looking for incremental sales is key. But, how exactly would you set up & track the test group vs. the control group? How will you know which users have been exposed to an ad if tracking is much more difficult now? If you could make a video on this topic, I'd really be interested! Cheers from Switzerland (I noted you guys are Berlin-based, cool stuff 😊)

[@AnilRathore-db3mx]

Hi @s.j.9665 So, we know what set of audiences we want to target out of the universe. I believe this is the test group she is referring to. and then within this test group which channel is bringing in a better performance.

[@Blubbha]

Some brands invest in a dedicated budget to increase the accuracy of their attribution model. Some do it by testing two groups of similar goes and change one channel to see if this has an impact on the overall performance. Some use MMM methods to work with. There are multiple ways to proceed here. But most companies force their existing channels to be optimized by a deprecated measurement and reporting system. But this is a dead end. For me I like MMM models as they also show the impact delay of a specific channel.

[@kiwus87]

Totally agree. Most analysts these days miss the point that with consent management half of their population data is gone. Good luck with predictions based on that.