Go RVing will launch a customer database platform (CDP) this year to replace data collected through third-party cookies with first-party data from consumers visiting or interacting with Go RVing’s digital properties.
Go RVing said the decision to launch the platform began when word of cookies’ demise began spreading in 2021. The organization said current estimates are cookies will be eliminated by late 2024.
“However, Go RVing launched a system last year to begin gathering first-party data so that we could continue to measure the effectiveness of our campaigns, make data-driven decisions, be data-driven advertisers and fulfill the promise we made to our members when we secured new agencies in 2020,” Go RVing said.
The organization last year invested in rTag technology. Go RVing has implemented the first phase of installation, launching the initial data. The organization said it now is building the system to house, collect and manage the CDP information gathered.
“Having the CDP system will eventually allow us to launch customized digital ads to people seeking different experiences, different journeys for returning website visitors, customized leads and customized content based on previous consumption of content,” Go RVing said.
Go RVing said CDP implementation remains in the initial phase. The organization said leadership is excited about the applications CDP will bring to future-proof the industry from current marketing conducted using third-party data.
