NEWS
Macfor releases study on first-party data and highlights its advantages
First-party data , proprietary data collected with user consent by companies , becomes more relevant as the market progresses towards phasing out third-party cookies . Google has announced its plan to disable them for one per cent of Chrome browser users in the first quarter of 2024 .
This move is a crucial step towards the demise of third-party cookies – data collected from multiple sources by third parties .
The study compiles previously disclosed data to confirm the importance of adopting first-party data . One such data point from BCG / Google shows that companies using primary data for key marketing functions achieve up to 2.9 times higher revenue and up to 1.6 times cost reduction . The return on investment for adopting data privacy policies can be up to 1.8 times .
However , companies should not wait for that moment , they should already be investing in first-party solutions and strategies to adapt to this new landscape – because the adoption brings immediate returns .
Complying with the General Data Protection Law ( LGPD ) and based on publicly collected data through their technology , the study First-Party Data : How Major Companies Use It to Generate Insights , produced by the agency Macfor , provides an overview of first-party data in the Brazilian retail sector and reveals insights into its relevance in the national e-commerce .
The study aims to understand the contexts and strategies and highlight the advantages of using primary data while guiding marketing strategies to leverage results .
Maxtrack and Qualcomm collaborate on a solution for transportation monitoring
To lead technological transformation in the Brazilian transportation sector , Maxtrack , a leading technology provider for tracking in Latin America , and Qualcomm Brazil , a reference in wireless technology innovation , have announced a collaboration to revolutionize passenger transportation monitoring , both urban and intercity , as well as charter services while providing a better experience for users of the public transportation system .
The project includes the creation of a pioneering and dedicated laboratory for developing transportation technologies , which aims to build a platform that will set a new benchmark for image processing capacity using Artificial Intelligence ( AI ) for public transportation systems in Brazil .
This platform will be especially for activities such as automatic passenger counting , monitoring security during boarding and disembarking , permanent identification of users ’ origins and destinations , support for safe and efficient driving for drivers , monitoring of road conditions and providing a quality WiFi experience . This new integrated service platform will enable new ticketing methods , increased safety for drivers and passengers and new public services .
The new design based on the Qualcomm QCM / QCS6490 System-on-Chip ( SoC ) will provide a modernization experience with 5G connectivity and cybersecurity in vehicles offering WiFi 6 to urban and long-distance transportation users . The solution will initially be for the bus fleet in the municipality of São Paulo , which already has more than 6,000 Maxtrack devices installed and is expected to expand to fleets in other Latin American regions in 2024 .
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