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Marketers should plan for more DIY metrics as iOS 15 nears

Apple is planning to remove developer access to important user data as part of its iOS 15 release on Monday, leaving email marketers in a dilemma about how they will figure out metrics. To find out how the industry is approaching this problem, we spoke with Vivek Sharma, CEO of Movable Ink, a software company that helps marketers act on the data they’re collecting.
This conversation builds on our Extra Crunch post from August exploring how email marketers can prepare for Apple’s Mail Privacy Protection changes.
The game-changer for email marketers with this update is that as an Apple Mail user, you’ll have the option to hide your IP address.
How can marketers pivot their tactics to remain in control of their metrics? Sharma feels we’ll see more focus on downstream metrics rather than the open rate — on clicks, conversions and revenue. “That sounds great and everything, but you have less of that data. But by definition, that funnel kind of narrows; there are fewer people to get to at that point, so it might take you longer to know if something is working or not working for you.”

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Sharma says zero-party data is something that businesses have been focused on. “There are two components: There’s ‘open’ as a metric, and there’s some of the information you’re getting at open time, like the IP address, the time of day, and the inferred weather. Things like the IP address, time of date, etc are perceived as data leakage. These are just a couple of the data points that marketers will lose access to. Therefore they are using first and zero-party data which they have already been investing in.”
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