There are big changes afoot in third party cookies with Google set to block them on Chrome soon. And they are already blocked on Safari and Firefox. But what does that mean for marketers using Salesforce Drupal?
No third party cookies means less tracked activity from external advertising or lead generation platforms. Bigger firms in this space, like Facebook, switched to first-party cookies by releasing new implementations of their tracking code. So it's likely that some tracking functionality will stay but it is no substitute for getting better at Data collection.
Salesforce Drupal is built for Data collection directly from the user to you. And because you have a set up that handles data and content better than most, you can give your customers what they want - relevant and useful digital experiences that drive engagement.
Given the growing importance of first-party data, we work increasingly to collect data with the user’s consent without relying on external partners. This might be signals of user intent (e.g. downloading a whitepaper, visiting a page) or more explicit data capture such as event sign ups or self-service portals for memberships and contact preferences.
Making use of Drupal’s form-building tools you can rapidly create and test different form layouts for conversion, without worrying about how these will integrate.
You need to capture data back to your single-point-of-truth CRM system but this doesn’t mean users have to be faced with boring forms. You can also use more creative tools for data capture. Examples would include ecommerce integration, interactive learning elements, wizards or product finders, or logged-in user interactions such as visiting a particular landing page or using a certain tool.
A match made in data heaven - Drupal nodes love Salesforce objects
Out of the box there is a mapping ability for entities to objects, and this isn't just pushing data from your site into your CRM. The powerful APIs available for developers to apply means that data can flow better Drupal and Salesforce.
Integration is made easier with a the tired and tested Drupal Salesforce Suite of modules. These provide integration in both directions between Drupal entities (i.e. content, forms, users etc) and Salesforce objects. Fields can be then be mapped between the systems as required.
Once objects are mapped, we can decide when to synchronize them - either immediately, in bulk, only when created, updated or deleted or combinations of these. In addition data can be tweaked as it comes in or out of the system.
It doesn't take long to see how you can make the most of your audience data capture, we listed some of the easiest quick wins below:
- Find out what interests your audience by asking them when they arrive on your website/app
- Ask your users for their contact preferences
- Collect data from forms, surveys, newsletter signups, and registrations
- Use exit modals to offer incentives and collect contact details
- Collect data on purchases
- Match up your event attendance records