That's the way the cookie crumbles.

In today's news of you-really-dont-have-control-over-your-digital-metrics, Google will not be getting rid of cookies, like, ever.

They literally sat by while companies spent millions, if not billions, on alternate tech and plans...and then just...

Now, folks can turn off cookies, but that's already been a thing.

Today's little diddy is not to give you tech advice.

It's just a lil' reminder that you don't own the tech.

You don't own the software.

And, any day, for any reason, "they" can change a service, update a service, or sunset a service.

But, do you know what you do own? Direct permission data.

As a refresher, here is how you can gather direct data from customers (travelers and planners) without cookies:

• First-Party Data Collection: Collect data directly from customers through interactions such as website visits, purchases, and customer service interactions.

• Email Marketing: Encourage customers to subscribe to newsletters and use email engagement metrics to understand customer preferences.

• Customer Surveys and Feedback: Use surveys, feedback forms, and polls to gather direct insights on customer preferences and experiences.

• Loyalty Programs: Implement loyalty programs to track purchase history and preferences directly from customer participation.

• Social Media Engagement: Monitor and analyze interactions on social media platforms where customers engage with the brand.

• CRM Systems: Use Customer Relationship Management (CRM) systems to store and analyze customer data collected from various touchpoints.

• Transactional Data: Analyze data from transactions and purchases to understand customer behavior and preferences.

• User Accounts: Encourage customers to create accounts on your website or app, which will allow for personalized experiences and direct data collection.

• In-Person Interactions: Gather data from physical visits, events, and in-person customer interactions.

• Consent and Preferences Centers: Provide options for customers to share their data preferences and consent for personalized marketing and services.

And nothing beats good, solid research performed by a reputable company.

As always, be good to each other!

Jenn