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Beyond third-party cookies, the issue of (anonymous) digital identity

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After years of discussions, Google seems resigned to eliminate third-party cookies from Chrome (scheduled for October 2024). As the last of the major browsers to reject third-party cookies, Chrome is also the most popular with a 60% market share. This means there will be a before and after; at Commanders Act, we estimate that after […]

What if you removed all the cookies from your website? Lessons from Sentry’s Journey

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Removing cookies from a website sounds like the worst case scenario for marketers. However, that is what is really coming ahead. So, why not prepare yourself now ? In a bold move, the code monitoring platform Sentry switched off all cookies and user tracking from its website in July 2023, in a move to anticipate the […]

The end of third-party cookies – What impact on your marketing campaigns?

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In the early days of digital marketing, everything was measurable. But over time, a number of factors have made access to data increasingly complex. Firstly, with the emergence of ad-blockers, and then with the birth of the GDPR, tracking users across different channels is becoming more difficult. With the announced end of third-party cookies, 34% […]

Is it possible to reconcile media budget optimisation and performance?

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Against a backdrop of economic uncertainty, budgets are under increasing pressure, and digital teams are being challenged on a daily basis to improve the profitability of their marketing actions.   With Adloop, the digital media optimisation platform acquired by Commanders Act in October 2023, marketers can now regain control of their digital budgets to assess the […]

Cookieless: why you should invest in first-party tracking

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Cookielessness – the end of third-party cookies – is encouraging brands to turn to first-party tracking. With very tangible benefits in store. Do you prefer third-party or first-party cookies? I don’t really have a choice any more”, you might reply, given the news that third-party cookies are gradually being squeezed out. In fact, everything is […]

What solutions are there to replace third-party cookies?

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While the end of third-party cookies is approaching, no solution seems yet to have really taken hold to replace them. Between the Privacy Sandbox, contextual targeting and new IDs, the market is spoilt for choice. Here’s a look at the candidates. What will the successor to third-party cookies look like? This is a question that […]

Activate audiences, improve KPIs and measure the performance of your campaigns

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Last June, we concluded our series of webinars dedicated to Data Governance. If you were unable to attend our previous sessions, you can access the summary of Episode 1 here : Customer knowledge – integrate and secure your data! Click here to access Episode 2: Data Governance : Data Governance – Manage and control your […]

Data governance: Manage and control your data assets while remaining compliant with regulations

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On June 1st, François Labonne, Head of Professional Services, and Nicolas Naparty, Customer Success Accelerator at Commanders Act, hosted a webinar on Data Governance, with a particular focus on data management and monitoring in a compliance context. Here’s what you need to remember. If you haven’t followed episode 1, you can find a 👉 summary […]

How to reconcile data enrichment and consent?

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“Too complex and too risky“. This is often the verdict that falls when, in a meeting, an acquisition manager suggests enriching the data collected via digital touchpoints. Indeed, since May 2018 (when GDPR came into force) and as the regulators directives have unfolded, ensuring compliance in terms of personal data protection while cross-referencing data for […]

6 best practices to optimize your consent rates

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When data is at the heart of companies’ concerns, the protection of personal data is at the heart of customers’ concerns. The consent banner can thus be seen as a barrier, or as an opportunity to make people respect their choices. Optimizing your consent rates is intimately linked to the trust inspired by your brand, […]

Privacy Barometer 2023

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We’re back with the 2023 edition of the Privacy Barometer based on almost 700 consent banners displayed by our customers! Discover the results on this year’s infographic below.   Click here to compare with the results of the Privacy Barometer 2022

How to use CDP at each stage of the customer lifecycle

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The customer experience is played out at every stage of the customer relationship lifecycle. Key moments for which the data collected in the CDP plays a key role. Discover our review of the use cases. It all starts with the first messages sent. Those that capture the attention and lead to the acquisition of the […]

Server-side Migration: why proceed step by step

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Migrating to the server-side must be done gradually, partner by partner. The aim is to give yourself time to “test and learn” and to work on the quality of the data.   No, opting for server-side does not mean that all partners have to be migrated in a hurry. On the contrary, everything is converging […]

End of free tracking: good news for the ecosystem?

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For clients and partners alike, it’s a cold shower: recent developments in Google tools (Analytics, Looker Studio, Tag Manager) lead to paying for what was previously free. Bad news? Not so sure…   A picture that you can only really understand if you take three steps back. This is the experience of many analytics managers […]

Customer knowledge: integrate and secure your data

On March 23, François Labonne, Head of Professional Services and Nicolas Naparty, Customer Success Accelerator at Commanders Act hosted a webinar on Data Governance and more specifically on data integration and security. Here are the key points. 1. What is Data Governance ? “Data governance is everything you do to ensure that data is secure, […]

How to implement Data Governance in your organization?

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White Paper – How to implement Data Governance in your organization? A large majority (62%) of marketers report less than full confidence in their data systems (The High-Velocity Data Marketer, CMO Council, 2022). Poor data quality is estimated to cost 44% of companies more than 10% of their revenue every year. (The State of CRM Data […]

What data strategy when media budgets are at half mast?

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Since the summer of 2022 and for the first half of 2023 at least, media budgets, including digital, are like the economy: gloomy. How can we continue to work with data in this context? On which pillars should we rely to get the full value of interactions with audiences? Here’s an overview. A low tide […]

What is the difference between a CDP and a CRM?

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A Customer Data Platform (CDP) and a Customer Relationship Management (CRM) system are both tools used by businesses to manage customer data and improve customer relationships. While they have some similarities, they serve different purposes and have distinct functionalities. Here’s an overview of the differences between a CDP and a CRM:  From customer management to […]

Improving data quality, a key issue for companies

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In a world where data is increasingly valuable to businesses, ensuring its quality is essential to guaranteeing the effectiveness of campaigns and therefore maximizing marketing investments. This is where our platform comes into play. Why is data quality so important to businesses? Data quality is crucial for businesses because it directly impacts their ability to make informed […]

Infographic Sales 2023 – Best practices to increase customer engagement during sales

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In a context where 48% of French people say they are worried about their purchasing power and 75% want to change their purchasing behavior (OpinionWay study, “From purchasing duty to purchasing power: the relationship of the French with consumption” 2022), the sales represent a critical period for advertisers who must be creative to stand out among the […]

Checklist 2022 – Improve your tracking before Black Friday

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  Like every year, Black Friday promises to attract a lot of people, which should generate a large amount of data to be processed by data teams. Make sure your tracking is ready for this event by reading our best practices.     Did you like this checklist and want to know more about your […]

Consent management in Spain: 5 reasons to accelerate

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Although Spain has adopted the GDPR (General Data Protection Regulation) like many other European Union countries, its application on the ground remains contrasted. Like the CNIL in France, the SADP (Spanish Agency for Data Protection) has issued guidelines and published guides to support companies and facilitate their compliance with the GDPR, particularly with regard to […]

4 steps in preparation for server-side tag management

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With the advent of Intelligent Tracking Prevention (ITP) updates from Apple and Google’s announcement to get rid of third-party cookies, server-side tag management really gained momentum. Most browsers, devices and channels have now stopped using third-party cookies, which will make client-side tagging obsolete in the future. These 4 steps in preparation for server-side tag management […]

How to choose the right CDP?

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All Customer Data Platforms can build unified customer profiles. But features still vary widely among systems, both in terms of the core features that build customer profiles and additional features that perform other functions. Finding the right CDP for your business requires a close look at what each system provides compared with what your company […]

Identifying & reaching out to consumers across channels

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Whether on the website, in the store or via email, every channel which enables consumers to communicate with a company generates customer data. However, each of these channels provides only a fraction of the information about the consumer as a person. Only when the various details are amalgamated does a uniform picture emerge – like […]

Infographics – 10 misconceptions about Server-Side

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Access the full article on the 10 myths about the Server-Side here.

Privacy Good practices 2022

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To find all the results of the 2022 Privacy Barometer click here

Privacy Barometer 2022

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Click here to compare with the Barometer 2021 Do you want to optimise your privacy banners? Discover our best practices! *This study has been conducted in the context of the French Data Protection Authority (CNIL)

The benefits of the Server-Side model

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There are two ways to collect the signals that customers send out when visiting a website or using a mobile app. The first method involves getting the browser to execute small fragments of code (tags) when loading pages. These tags collect and send the data (origin, content, profile, etc.) to the partners who have been […]

Server-side: 10 myths debunked

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In the wake of the cookieless era, the “server-side” model (i.e. server-based data collection) is steadily gaining traction among digital marketing teams in their campaign roadmaps. This new development has raised a number of question marks, doubts and fears, and has even spawned a few myths…   Myth #1: “With server-side model, tags are dead […]

Does the mix of first, second and third-party data need an overhaul?

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First, second and third-party data are suffering from the fallout of consent collection regulations and the end of third-party cookies. Zero-party data are shaping up to be a solution. Major changes are sweeping the digital marketing scene, especially when it comes to data. The time has come to review the classics, particularly the famous trio […]

Why server-side strategies (full or hybrid) are within easier reach than you might think

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Implementing a so-called server-side tag management strategy is often considered to be a challenge, except that there are two ways to go about it… The growing popularity of ad blockers, the heralded (albeit delayed) end of third-party cookies… the latest developments sweeping the internet have focused the spotlight on server-side tag management, which is also […]

Playbook – What advertising strategies can you harness in a cookieless world?

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What advertising strategies can you harness in a cookieless world? These days, everyone is talking about the end of cookies, and we were the first to raise the issue (as shown in our article about the alternatives of cookies). The same applies to the fallout for brands in a cookieless world and how the scales […]

What are the alternatives to cookies?

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Google may have recently granted third-party cookies a stay of execution, but the question is still a hot topic. What solutions are available for replacing cookies? How can companies maintain their digital activations while protecting personal data? Time to review the options. A stay of execution… that is exactly what Google recently granted by announcing […]

Privacy Barometer 2021

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Click here to compare with the Barometer 2020

Data governance: four key aspects

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Manage the data lifecycle with clearly defined rules and roles, and harness the data to drive the company’s growth… that is basically what data governance is all about. But what about in the real world? In practical terms, how many types of data governance are there? At least four. Read on for an explanation… Strategic […]

Server-side tag management: what advantages does it offer?

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The “server-side” tag management technique is nothing new. But at a time when browsers are subject to multiple constraints and personal data require heightened vigilance, “server-to-server” tag management offers many advantages. “Server-side”, “server-to-server” or “tagless” tag management… different ways of referring to the same technique. It enjoyed a peak in popularity when it was made […]

Personalisation: a key use case for the CDP

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What role can the CDP play in leading marketing towards greater maturity? Let’s be honest, the learning curve with digital activation is a tacit one. It is an unwritten rule that defines which steps need to be taken. In this particular model, the use of a CDP seems to occupy the top rung of the […]

Data governance: a mission-critical challenge for marketing teams

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Let’s face it, when it comes to data governance, the term alone promises plenty of headaches, especially since it is trailed by a whole host of buzzwords, such as “master data management (MDM)”, “data lakes” and “data stewards”. This jargon conjures up images of a highly exclusive club. Putting its terminology to one side, data […]

How can deduplication drive your objectives?

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Associating a conversion with a single channel or partner is the main aim with deduplication. This process is firmly entrenched in today’s work practices and is mostly used with last-click attribution models. But as time goes by, this process is increasingly colliding with the reality of the customer journey. Read on for an explanation…   […]

Playbook – A world without cookies

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Your #cookieless roadmap to 2021 Targeted advertising as it currently exists on the web is becoming obsolete. Safari already blocks cookies; Chrome blocks them in private browsing mode and plans to do so across the board within 2 years; on top of which, the GDPR rules now drastically reduce the scope of campaigns by requiring […]

Server-side: “tagless” data collection and processing for faster and safer websites

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Server-side tag management involves executing tags on the actual server, rather than on the browser. The upshot is that it reduces the number of calls from the browser and turbocharges webpage loading times, while improving the security and confidentiality of the data collected.  Unified tag collection for enhancing the customer experience  The most common approach […]

Cookbook – Consent Management Platform

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Recipes for a successful privacy strategy As moves are being made to tighten up privacy across Europe with the GDPR and elsewhere in the world with such acts as the CCPA, organisations are under pressure to implement a data protection policy. Compliance, optimisation, brand image… These are just some of the many different challenges standing in their […]

Privacy Barometer 2020

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Click here to compare with the Barometer 2019

Attribution: the new challenge in the post-cookie age

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The heralded end of cookies has done nothing to simplify the process of measuring attribution. On the contrary, it is looking even harder to piece the customer journey together. Now is the ideal opportunity to review the methods and raise questions about the purpose of attribution. Puzzle pieces scattered across the marketing table. A 10-year […]

GDPR: the right cookie governance policy involves keeping your tags under control

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Protecting the personal data stored by cookies inevitably involves setting up best practices for how those data are collected. If there were any reason for a CDO or digital marketing manager to take another look at tag management from a more strategic angle, then the GDPR could very well be the ideal opportunity to do […]

The true and false about attribution

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Do you really know the attribution? Let’s check with these four questions. Is the Last click dead? True and false! Although experts have announced the death of the last click for several years now, it is still the most widely used attribution model (by almost one in two advertisers). However, it is destined to be […]

Digital marketing in the age of GDPR and ePrivacy

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The latest court ruling issued by the Court of Justice of the European Union (CJEU) on 1 October 2019 is loud and clear. It stipulates that an active, explicit and informed opt-in is required before setting cookies or collecting other personal data. Tacit consent is no longer valid. This means that the popular phrase “If […]

What strategies are available to improve the opt-in rate?

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The consent issue will long be a fixture on the to-do list for marketing directors. What is the course of action? Although some professionals are tempted to use tactics to bypass the issue, others are taking a more strategic approach. On the ground level The short-term reflex: the temptation to circumvent Although the opt-in is […]

How Google is planning to phase out third-party cookies

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It was becoming somewhat of a recurring question in recent months: was Google going to follow Apple’s example with ITP by waging war on cookies? The answer came at the beginning of the year. By unveiling its Privacy Sandbox as an alternative to third-party cookies, Google is taking the adtech industry in a new direction. […]

Interview with Dr. Jana Moser: Digital Marketing in the Age of GDPR and ePrivacy

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Since 25 May 2018, the basic data protection regulation (GDPR) has been applied in the European Union in order to set limits to uncontrolled data collection. With the e-Privacy Regulation, the European digital economy now faces new challenges. The latest court ruling of the European Court of Justice (ECJ) of 1 October 2019 confirms what […]

Customer Data Platform: five key benefits

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What can you expect from a Customer Data Platform (CDP)? What role does it play alongside existing solutions (CRM, marketing automation, etc.)? How can it help address the major challenges inherent in omnichannel marketing, people-based marketing and first-party data? Read on for the answers.

5 tips and tricks for your path towards attribute-supported optimisation of the customer journey

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1) Determine your objectives and start off with simple models: What do you want to achieve with attribution? Are you focusing on budget allocation, reassessment of partners/campaigns, or options for automation (keyword: bid management)? Learn how to understand data, correlations, and processes within your company—and within your advertising partners and agencies. Classify your campaigns (branding, […]

Is a CDP made for you?

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Is a CDP suited to your needs? Will the global investment – not only financial, but also the time and energy you will put in – be worth it? Here are a few questions to help you decide. Are you looking to leverage your first-party data? This is the CDP’s primary vocation: to help improve […]

Where does the CDP fit into the marketing stack?

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Barely have we finished underlining the complexity of this Martech stack, and we are already talking about adding another solution to the pile in the form of the CDP. Ironic? It is if you consider the CDP as just another solution. But much less so if we consider how a CDP amplifies the value of […]

Are cookies soon to be a thing of the past? Not if Commanders Act has anything to say about it with its two solutions.

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The phenomenon of cookies disappearing from websites is a long story that started when tracking made its appearance, without forgetting browsers, add-ons, antiviruses and PC cleaner software giving users chance to delete or block cookies. But with the advent of the GDPR and a host of complaints flooding in from web users, CNIL (France’s data […]

How do you tackle ITP? Commanders Act has the answer

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ITP, or Intelligent Tracking Prevention, is a feature that Apple has added to its Safari browser to protect web users’ personal data from being misused. This development has major repercussions for marketers and analysts. Several years ago, web users decided to take back control of the data that they deliberately or inadvertently left behind when […]

Delight Your Audiences With Real-Time Marketing

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If you have any familiarity with online marketing, you know that activating consumer data in real time is often talked about but isn’t easily achieved. This is because real-time marketing is dependent on a brand’s ability to: Identify the messaging and marketing channels that are driving the highest conversion rates Aggregate audience data, overlay it […]

The Customer Data Platform by David Raab

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We have interviewed David Raab, Founder and CEO of the CDP Institute, to clarify the definition of the CDP (Customer Data Platform).

Discovering Insights : What can be learned through a Prediction Tree?

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Let’s take an example with this Prediction tree generated on an ecommerce website: How to interpret it? Red represents a strong probability of purchase (the darker the red, the higher the probability) Blue represents a strong probability of no purchase (the darker the blue, the less chance a user will purchase) The first point to […]

What’s more important: The money you have or the money you earn?

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Generally speaking, teams are rather excited when they start trying out machine learning, AI, predictive analytics and algorithms that have the potential to boost their work performance. However, the feedback in the press frequently overestimates the results achieved and gives the impression that soon everything will be done by a machine. Unfortunately, marketers who have […]

Attribution: why does the last click model endure

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Despite the customer journey becoming ever-more difficult to follow, due in no small part to our omni-channel world, attribution models remain largely focused on the last click. And this is not for purely technological reasons… It’s a paradox: while digital advertising seems to be an avid consumer of technological innovation, with programmatic advertising and DCO […]

Consent on mobile and apps: 4 challenges

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While every website and app publisher dreams of cross-device consent management, the reality is easier said than done…here’s why. While ‘mobile first’ has become a very hot buzzword, in practice, mobiles and apps still find themselves too often second best to the web. And nowhere is this better seen than with consent management. In the […]

Why do you have to give your consent over and over again on some websites?

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The GDPR pop-in sometimes seems to glitch. Unfortunately, this isn’t caused by a bug, but actually the result of an approach to collecting consent that is too global and focused on the short term. Do you often get a feeling of déjà-vu when browsing the web? You’re not alone. The likely culprit is all those […]

7 features of a CMP that can ensure your regulatory compliance and a smoother user experience

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How can you comply with the GDPR without compromising the user experience? This challenge is precisely the job of a Consent Management Platform. While CMPs are a relatively new phenomenon, they have already caused some buzz  in the Martech industry and will go on doing so. The three letters represent a new generation of solutions for […]

The importance of data layer granularity in your TMS

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Don’t be frightened by the rather technical and hardcore title of this post: data layer granularity is the starting point for optimising all your digital campaigns and your omni-channel strategy as a whole. And I know you’re wondering: “if it’s that important, why have I never heard about it?”. Well, that’s exactly why we wanted […]

Consent management: Commanders Act receives IAB compliance

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With the GDPR introducing a new trust contract for personal data, all the attention is being directed towards how to manage consent. By awarding its compliance, IAB aims to speed up compliance across the entire online ad industry. Everywhere, for everyone with no distinction for context. For a long time, online advertising focused more on […]

Can the GDPR and Tag Management work in harmony?

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“How can you prepare yourself for the GDPR without becoming blind; in other words, without losing the analysis data for your digital audiences?” That is the major worry currently preoccupying digital marketing teams. Since the GDPR sets out an entirely new order for managing personal data, companies must adopt new consent practices. Consequently, the entire […]

From DMP to CDP: 5 major reconciliations

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As has happened many times before in the innovative world of digital marketing, it would appear that the arrival of CDP marks the end of the DMP. But is this a revolution, or rather an evolution? Let’s look at 5 major reconciliations made possible by the CDP to find out. #1 Reconciliation of activations Historically, […]

Commanders Act’s introduction by Michael Froment

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Back the introduction of Commanders Act by Michael Froment, Chairman and CEO of the 7th edition which took place in Monaco on March 22,23 and 24, 2017.

What is a tag?

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In order to explain what a tag is it would be suitable to approach other topics first, such as data collection on sites. Data collection is usually about analyzing user behavior, customizing their journey or improving the website’s features. Data collected on site allows populating several marketing applications, such as web analytics’, advertising solutions or […]

Attribution: why is the Last Click model bound to disappear?

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Attribution models are no longer limited to Last Click and First Click, since an increasing number of advertisers have started to create their own. In recent years, we have read articles dealing with the possible end of the Last Click era. However, it continues to be the most popular attribution model among advertisers. But why […]

Benefits of using a good TMS

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Benefits of using a tag management system are more than it may seem. A TMS will not only allow you to manage tags efficiently, it will also let you normalize data: the first step towards a global data management project. Main benefits of tag management: 1/Marketing professionals: become more autonomous and agile As described in […]

Issues Related to Information Protection within a Data-Driven Company

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Digital transformation started about ten years ago, if not before, depending on the definition we wish to consider. However, the subject had never been as relevant as it is today and many large companies still don’t know how they should reorganize to meet this important challenge, resulting from society’s evolution. There are many issues associated […]

What is a DMP?

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The ongoing digital transformation calls for major organizational changes within companies. Silo-management, which had been the norm until recently, is being challenged in favor of a user-centered global strategy. And in a user-centered organization, profile unification is indispensable, meaning that using a DMP is necessary as well. The term DMP is being used extensively as […]

What is Tag Management?

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Tags are used to collect and distribute data to your web analytics tools, affiliation platforms and live chat solutions; they are also used in A/B testing, advertising, social media and retargeting, among others. The domination of “tag” technologies Display, retargeting, marketing automation and analytics management: nearly all digital marketing solutions rely heavily on tags, and […]

Understanding Customers Better Through First, Second and Third Party Data

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Nowadays, Big Data is essential to understanding customers better. It is made of different data categories, including first, second and third party. What do they consist of? What are their main differences? Are they all necessary? Which ones should be prioritized? Here are our answers to your questions. The main difference between the three types […]

CCT Consulting

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Camille Chaudet of web analytics agency CCT Consulting talks about data quality and cross-channel insight trends currently being experienced by her clients.

Europcar

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Nathalie Feyte, Head of Digital Business Development, Europcar Group, talks about how tag management is helping her address the challenges of data unification, audience activation and analytics in an international and cross-channel context.

Groupe Argus

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Rémy Bertin, Audience and Monetisation Manager and Cédric Cichowlas, Marketing Manager at Groupe Argus, a specialist media and classified ads publisher, discuss tagging agility and the secret to successful cooperation between Marketing and IT.

Radio France

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Michael Vuillaume of Radio France discusses how enterprise tag management has given it agility in managing its marketing cloud and exploiting its data.

Yellow Pages

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Alexandre Métier of Yellow Pages Canada reveals the strategic role of data collection in improving its services and ensuring its ongoing digital transformation.

Air France

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Hermione Vaury of Air France shares how the company has slashed marketing project implementation times and has improved the day-to-day productivity of its marketing teams.

Lagardère Active

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Dilson Varela Ribeiro of Lagardère Active tells of how enterprise tag management has enabled it to better manage its monetisation solutions, optimise visitor engagement and reduce IT dependency.

Disneyland Paris

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Jean-Baptiste Prévost of Disneyland Paris talks about how tag management and marketing attribution is enabling it to improve marketing agility, optimize affiliate traffic, and improve booking conversions.

Marketing Agility

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Our customers Disneyland Paris, Air France, Lagardère Active, and Radio France discuss tag management and how it has helped them in their marketing efforts.

Venca

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Alexandrine Loubradou of Venca discusses the power of custom cross-channel attribution models in optimising its acquisition spend.
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