The Importance of Multi-Touchpoint Customer Data in a Cookie-Less World

Moving on from third-party cookies

As the digital landscape evolves and privacy regulations become more stringent, the days of ad platforms being able to utilize third-party cookies and other personal identification information (PII) to track customer behavior and gather data are numbered. With major players like Apple and Google moving towards the exclusion of third-party cookie tracking, it’s time for businesses to rethink their data collection strategies.

For multifamily housing providers, a shift away from cookies is especially challenging as it makes it harder to understand the needs and behaviors of their renters. However, the good news is that alternative methods for gathering data are just as effective, if not more so, then relying on cookies.

Shifting towards multi-touchpoint data collection

One such method is multi-touchpoint data collection. This involves gathering data from a variety of sources, including email, social media, and website interactions. By analyzing customer data across multiple touchpoints, businesses can gain a more holistic understanding of their customers, their needs, and their preferences. Best of all, this data is owned by you and considered first-party data.

Another advantage of multi-touchpoint data collection is that it enables businesses to build more accurate customer profiles. For example, if a customer interacts with a company’s website, social media, and email marketing campaigns, the business can create a complete picture of that customer’s preferences and behaviors.

Businesses must prioritize data integration and management to implement a successful multi-touchpoint data collection strategy. This involves using a customer data platform (CDP) to collect, store, and analyze data from multiple sources. With a CDP, businesses can build a unified customer profile that can be used to deliver personalized experiences across all touch-points.

In addition, businesses need to be transparent about their data collection practices and provide customers with clear options for opting in or out of data collection. This ensures compliance with privacy regulations and builds trust and loyalty with customers. Managing and securing personal identification information of your customers is also a big responsibility, because of this it is important that your company and partner vendor companies work towards security and privacy standards such as SOC 1 and SOC 2.

Conclusion

The shift away from cookies is a challenge for businesses in the multifamily housing industry, but it also presents an opportunity to rethink data collection strategies. By implementing a multi-touchpoint data collection strategy and using a CDP to integrate and manage data, businesses can build more accurate customer profiles and deliver personalized experiences across all touch-points.

There are major opportunities for those multifamily operators that are early to take on the challenge of being great at data collection. If done right, they will leave the competition in their dust and have a tangible advantage with traffic generation and lead conversion performance across all potential customer touch-points.

Through the development of our own internal tools and industry partnerships, Dyverse can help you track, manage and activate customer data.

In conclusion, Google Analytics 4 provides valuable analytics resources that can help multifamily property owners, and managers gain insights into their website’s user behavior. Traffic Sources, Events, Conversion Tracking, Funnel Analysis, and User Properties are some of the most important GA4 analytics resources to keep an eye on for the multifamily industry. Property managers can optimize their marketing efforts by leveraging these resources and ultimately increase conversions.

Contact us today to learn more about how we can support your efforts in building a fully connected data collection and management system.