How and why to start with first-party data
A significant advantage of Server-Side Tracking (SST) lies in its capacity to share information with other parties without reliance on third-party cookies. In fact, implementing SST grants you complete control over the data collected on your website and how you choose to share that data. As such, it represents a robust alternative for advertisers who currently rely on third-party cookies for their campaigns.
Implementing server-side tracking
Implementing server-side tracking requires allocating effort, resources, and budgets, underscoring the importance of creating a business case before initiating the implementation process to ensure successful execution.
Developing a solid business case offers many advantages to start a server-side tracking project.
- Clarity and Focus: It aligns stakeholders and sets clear objectives for server-side tracking.
- Cost-Benefit Analysis: Gives a detailed overview of the potential costs and the return on value for data and marketing activities.
- Risk Mitigation: A business case enables to develop mitigation strategies. As such, minimising the likelihood of unexpected future setbacks.
- Strategic Alignment: A business case ensures that the server-side tracking project aligns with overall goals and enhances the long-term strategy.
- Decision-Making Support: It ensures that management gains the necessary information to make informed decisions about server-side tracking.
Want to find out how SST could bring value to your company?
How can we help you?
As the business case is a foundation for a successful server-side tracking implementation, it’s crucial to carefully consider your approach. A solid business case will establish accountability, set clear objectives and quantify costs and benefits. Our approach will guide you step by step in writing a solid business case by assessing 8 pillars.
Identify the team
Cast the team members that will be responsible for the SST implementation and set-up. The team needs to bring together different skills like marketing, data engineering and IT.
Define objectives
Clearly articulate the goals and expected outcomes of the server-side tracking project. Identify the specific business metrics that the tracking aims to improve.
Assess scope and benefits
Determine the scope of the project, including the types of data to be collected and the systems involved. Outline the potential benefits, such as improved data accuracy and campaign performance.
Conduct cost analysis
Estimate the financial investment required for the server-side tracking implementation.
Identify risks
Assess potential challenges and risks associated with the project. Address issues related to data security, technical complexities, and organisational impact.
Quantify ROI
Evaluate the expected ROI by assessing how the project's benefits outweigh the costs. Quantify the projected improvements in key performance indicators (KPIs) and their impact on revenue generation or cost savings.
Align with strategy
Ensure that the server-side tracking project aligns with your company's broader business strategy and objectives. Demonstrate how it supports the organisation's mission and vision.
Engage stakeholders
Involve relevant stakeholders from different departments and levels of the organisation in the business case development process. Gain their support and input to enhance project buy-in.
Our dedicated team of professionals has extensive experience and expertise in guiding companies through the process of developing business cases for server-side tracking. MultiMinds has successfully assisted numerous businesses in developing server-side tracking business cases.