The Future of the Web Will Be Driven by First-Party Data
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The document discusses the future of the web, emphasizing the importance of first-party data, mobile optimization, and unified measurement for effective marketing strategies. It outlines practical steps for businesses to leverage their data, adapt to privacy changes, and create personalized customer experiences. Additionally, it includes insights from experts and recommendations on how to act on data to enhance customer engagement and retention.
The Future of the Web Will Be Driven by First-Party Data
- 1. The Future of the Web Expert Series What Does the Future of the Web Look Like? 10am PT | 1pm ET The Future of the Web Requires Unified Measurement 10:35am PT | 1:35pm ET The Future of the Web Will Be Driven by First-Party Data 11:10am PT| 2:10pm ET The Future of the Web Is Mobile 11:45am PT | 2:45pm ET Data Privacy, Unified Measurement, 1P Data & Mobile
- 2. The Future of the Web Will Be Driven by First-Party Data
- 3. Today’s Logistics Kerry Mallett Senior Content Specialist, Webinar Recording & slides will be in your inbox by tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
- 4. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
- 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 6. Our Speakers KELLIE COLLINS Associate Director, CRM & Email PRASID PATHAK Partner Marketing Lead JIMMY DEPETRO Director of Engineering MARK FILLMORE Group VP of Earned & Owned Media
- 7. Agenda ● Why First Party Data ● Making the Most of Your Data ● Managing Data & Privacy Changes ● How to Integrate Into Your Lifecycle Marketing ● Q&A 7
- 8. What is your biggest challenge with utilizing 1P data? ● Managing the data you have available ● Using the data throughout your marketing strategy ● Understanding how the data intersects w/ privacy changes ● Other - let us know in the chat! POLL
- 9. Why First Party Data 9
- 10. Zero Party Data What is it? Data that is collected directly from your audience that they intentionally and proactively share with you How do I get it? ● Survey responses ● Quizzes ● Contests ● Polls ● Registration forms ● Social media ● Preference centers ● Email interactions ● In-store interactions ● Customer support 10
- 11. First Party Data What is it? Data derived from actions and behaviors users have taken with your brand How do I get it? ● Website activities ● In-app activities ● Engagement within marketing campaigns ● Loyalty programs ● POS systems 11
- 12. Why are we talking about this? 12 Create Personalized Experiences for our Customers Earn the trust and respect of individuals that interact with us. Create memorable experiences by listening to their wants and needs. Become Better Marketers Continue to push the envelope and evolve. Lean more into automation and rely less on the ‘batch and blast’ mentality to drive more results for your brand Cookie Degradation + Privacy Changes With the impending loss of third party data signals and the additional layer of the evolving privacy landscape, managing your data become crucial to being able to easily adapt as new changes arise.
- 13. What can you do to future-proof? 13 Start this process NOW Creating your data strategy takes time. It requires vetting vendors, buy in from internal stakeholders, alignment on structure and strategy, integrations, you name it. You have time if you start now! Work with what you have NOW Don’t wait for perfection to start integrating more zero and first party data into your lifecycle strategy. Using the data and resources you have available now to move the needle and begin learning what your customers respond to. 1 2 Get a handle on your data NOW Your strategy is only as good as the data you use to feed it. You’ll need to not only ensure that your data is accurate, but you’ll need internal alignment on your data strategy and the necessary tools to support your goals. 3
- 14. Making the Most of Your Data 14
- 15. 15 Companies want to be customer-first Analytics Email Ads CRM Support
- 16. 16 API Layer Real-time Pipeline Raw Storage ETL Job SQL Data Warehouse ETL Job HDFS Schema Management Task Schedule Transform Worker Raw Data Format Being customer-first is a data problem
- 17. 17 How to activate customer data Govern Sources Website Mobile Server Cloud Apps Destinations Customer Engagement `Repeat Purchase` `Special Offer’ Synthesize Activate Connect Destinations Analytics/AB Testing/ Marketing/CRM Data Lakes/ Data Warehouses Storage Destinations Customer Profile Feeds Data Back to Profile FB Messenger Web Chat Mobile Voice Email SMS Video WhatsApp
- 18. Managing Data and Privacy Changes A Look Behind the Curtain
- 19. Wag!’s Marketing Approach 19 Avoid email blasts. Target users at the best paw-sible time and channel. Target based off actions the user has or has not taken. Single source of truth for all data, security and integrations. CCPA compliance was a “walk in the park”. Eliminated analytical bottlenecks across the organization. Countless MarTech systems to maintain and monitor. Complex integrations. No central source of truth for data.
- 20. 20 Govern Data, then Activate Data personalized email content email tool
- 21. How to Integrate into Your Lifecycle Marketing
- 22. Leveraging zero & first-party data through your customer lifecycle Always audience first Combine what you know about your audience, such as their data and where they are at in the customer journey along your unique offerings to create tailored content for users. 22 Awareness Consideration Intent Purchase Loyalty Reactivation
- 23. Educate Winback Retention Upsell How Wag! Uses Data Send education around Wag! Services and subscriptions for new Pet Parents to help build that trust for their fur-babies. Automatically credit Pet Parents before they churn to keep them engaged on the platform Send monthly and annual recaps of their Pet’s performance, photos and 5 star ratings to keep our Pet Parents engaged. Upsell high value Pet Parents to Wag! subscriptions at the best paw-sible time and channel.
- 24. Acquisition 24 Welcome When a user is most engaged, use the opportunity to drive more data acquisition to create a more impactful user experience
- 25. Post Purchase 25 Upsell Use your audience’s recent purchase data to provide them with other products that they may find useful
- 26. Retention 26 Year in Review Find fun and unique ways to feature what you know about the user to create engaging and shareable content
- 27. Reactivation 27 Winback Using previous purchase or engagement data, provide the right content at the right time to get them back
- 28. 28 What now? Start NOW Review where your program is at now and where you want your program to be to create a roadmap of what’s necessary to get you there. In the meantime… Focus on your audience’s lifecycle Use what you have to begin adjusting the content you are serving your audience and testing into what users are responding to. Contact Tinuiti and Segment to kick start or optimize your program and Wag! to optimize your dog walks. 1 2 3
- 29. Schedule Your Consultation with a First-Party Data Expert
- 30. Q&A PRASID PATHAK Partner Marketing Lead JIMMY DEPETRO Director of Engineering MARK FILLMORE Group VP of Earned & Owned Media KELLIE COLLINS Associate Director, CRM & Email
- 32. Thank you!
- 33. The Future of the Web Expert Series What Does the Future of the Web Look Like? 10am PT | 1pm ET The Future of the Web Requires Unified Measurement 10:35am PT | 1:35pm ET The Future of the Web Will Be Driven by First-Party Data 11:10am PT| 2:10pm ET The Future of the Web Is Mobile 11:45am PT | 2:45pm ET Data Privacy, Unified Measurement, 1P Data & Mobile