The Pellucid Perspective - October 2021 - 11

Apollo Management - which means more changes are imminent.
That doesn't mean that Verizon is out of the picture. They still
serve as a " gatekeeper " for mobile traffic along with all the other
mobile service providers - and over 50% of all emails are now
opened on mobile devices. Because of the new Apple policies all
mobile providers will require more consent authentication - and
they actually love it because it helps them manage their bandwidth
usage by reducing loaded content.
This also means the the deployment of your communications
will be in an almost constant state of flux for the foreseeable
future. After announcing their new opt-in policies in January;
Apple clarified them in April, made further changes in June and
made more changes in August after a legal dispute with their
app developers. Google intended to end its browser support for
cookies at the end of 2021; but has delayed that step until 2023.
If this sounds like you can't tell the players without a scorecard,
you're right.
As we said at the start, you may have 2 years to act on the
cookie issue; but that adaptation is going to require professional
help to navigate and will take time to implement. And the Apple
revisions are going to present immediate changes.
* How will you handle and manage " opt-ins " ?
* How will you obtain opt-ins for existing email addresses
- you may already have it for some through loyalty
programs, etc.; but are they currently segregated?
* Terms and conditions will become part of the process
for every email you collect.
*
If you use a third-party booking engine, whose terms
and conditions actually apply?
In a Boston Group blogpost from February 16, 2021, they
confirmed the " increased use of first-party data " and went on to
speculate that there will be an increased emphasis on the creation
of " Personal IDs " to track individual customers - with some of
those IDs being collected in " walled gardens " which aggregate
data across multiple retail action centers.
In the end, every golf course will have to create their own
" walled garden " of consent based first-party data. That will start
with an investment in initial " data hygiene " for your existing
email database(s). The good news is that you will also get some
additional customer insights as part of that process when you find
a data hygiene platform that includes access to additional affinity/behavior/demographic
data. Some can actually find updated
email addresses for the " old " ones in your database.
All these changes are going to force you to make some investments
in additional tech services. It will be a challenge, but it also
presents a tremendous opportunity for those that embrace the
chance to differentiate themselves from the typical complacent
(slow) adoption of technology in the golf industry.
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Visit business.golfnow.com
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www.PellucidcorP.com
The Pellucid PersPecTive
11
https://business.golfnow.com/experience-g1/ http://www.PellucidcorP.com
The Pellucid Perspective - October 2021

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