As marketers adjust to changing privacy regulations, as well as third-party cookie deprecation, they are looking for ways to track campaign performance while staying within the rules. 

To this end, LinkedIn recently published a privacy-first marketing guide to help companies refine their campaign tracking processes. The guide lists five key components to use to focus on campaign tracking. In summary, these points are:

• Establish a strategy to obtain first-party data. More than nine in 10 marketers believe that responding to privacy changes will involve the use of first-party data in either a critical or important role. This data comes from a study conducted by LinkedIn, in collaboration with Boston Consulting Group. It will be key to provide clear, transparent messaging to your audience about personal data use, as well as offering obvious opt-in and opt-out options.
• Boost your strategy with AI. Machine learning and modeling can be an important asset in your privacy-first efforts. These technologies can help with:
  • Targeting and personalization
  • Predictive analytics
  • Real-time campaign optimization
  • Ad personalization

  While AI can be immensely helpful, it is vital to have supervision by humans.

• Develop a sound foundation for measuring performance. With pressure mounting on CMOs to deliver results, the importance of reliable data measurement cannot be overstated.
• Test your efforts, study the results and continue with what leads to best results. Marketing is constantly changing. To stay agile, you will need to learn from your data and adjust your efforts accordingly.
• Partner with a LinkedIn Marketing Partner to increase your efforts. LinkedIn has developed a roster of solutions and service providers that are available to provide assistance in these various areas.