One Pixel, 1500 Domains: AkzoNobel's First-Party Data Strategy
Executive summary
In today’s digital landscape, accurate and privacy-compliant data collection is key to optimizing marketing and customer insights.
For AkzoNobel, we implemented a unified first-party (1P) tracking pixel across 1500+ domains, providing a scalable solution that adapts to evolving cookie restrictions. This future-proof approach consolidates tracking into one privacy-compliant system, improving data accuracy, attribution, and audience segmentation, while ensuring compliance with GDPR and CCPA. Key benefits include greater data control, enhanced measurement, and improved operational efficiency, empowering smarter marketing decisions.
Results
Future-Proof Tracking Across 1500+ Domains
AkzoNobel’s 1P pixel provides scalable, privacy-compliant tracking, adapting to evolving third-party cookie restrictions and ensuring consistent tracking across its digital ecosystem.
Enhanced Data Accuracy & Measurement
The unified 1P pixel improves data granularity, reducing discrepancies and enabling better attribution, insights, and decision-making with reliable first-party data.
Greater Control & Data Enrichment Opportunities
AkzoNobel fully controls data collection, integrating it with analytics platforms for deeper insights and improved personalization.
Improved Website Performance & Efficiency
Consolidating tracking into a single 1P pixel boosted page load speeds, enhanced site performance, and streamlined data collection.
Our Approach
The Big Idea
AkzoNobel needed more control over data collection across its 1500+ domains. Previously, tracking was inconsistent, making data unreliable and difficult to manage. By implementing a unified first-party (1P) tracking pixel, we established one standardized tracking system, resulting in greater accuracy, efficiency, and compliance.
The Strategy
- Unify Tracking – Replace fragmented tracking with one 1P pixel for all domains.
- Take Full Control – Own and manage data collection to enable better insights and compliance.
- Boost Efficiency – Improve website performance by using one pixel for all marketing channels instead of multiple pixels.
The Process
- Replaced old tracking methods with a single, standardized 1P pixel.
- Integrated the new system across all domains, ensuring consistency.
- Optimized marketing data collection, leading to better accuracy, control, and performance.
With this approach, AkzoNobel achieved future-proof, scalable, and privacy-compliant tracking—driving better decisions and marketing effectiveness.
