Rethink First-Party Data
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The document outlines a digital marketing panel discussing first-party and zero-party data, emphasizing the importance of understanding these data types for better customer relationships. It highlights Tinuiti as a leading performance marketing firm and features expert insights on privacy and lifecycle marketing strategies. Key topics include the value of customer-provided data, methods for acquisition and management, and predictions for future marketing trends.
Rethink First-Party Data
- 1. Rethink First- Party Data 2022 Digital Marketing Panels
- 2. Today’s Logistics Mallory Corrigan Partner Marketing Coordinator Recording & slides will be in your inbox shortly after the session 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!
- 3. 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+
- 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 5. Our Speakers VAL GEISLER Customer Evangelist BEN FRUTOS Director of Lifecycle Marketing ANDREW RICHARDSON SVP of Analytics & Marketing Science KIM MASTERSON Director of Product Marketing LIZ EMERY Senior Director, Mobile + Ad Tech Solutions
- 6. Agenda ● Panel Discussion ● Your Questions, Answered By Our Experts 6
- 7. Zero- and First-Party Data Klaviyo Zero-party data accounts for the information that people voluntarily offer to brands, like their email address or phone number, and first-party data accounts information observed by a brand about someone on their owned properties. Okendo Zero party data is data that customers choose to provide to businesses giving them insight into their lives, habits, wishes and wants. This valuable information is shared by customers through a range of channels including demographic information that’s submitted with a review, answers to a quiz or survey or any other information voluntarily offered up. This is in contrast to first-party data which is often gained through the passive monitoring of customer behavior on owned properties. But what really matters isn’t the data that’s collected, it’s the degree to which trusted brands ingest the data customers have opted to share and reciprocate with value back to them in the form of relevant, personalized experiences. Tinuiti First-party data is defined as information you directly collect from your own customers. It’s the most valuable information a brand, retailer, or publisher can collect about their audience in large part because they are opting to give it to you based on your relationship with them and it is therefore ownable. Not only does first-party data tell you who your customers are (including demographic info) and what they’ve bought (including purchase history), it also enables you to build a direct relationship with them. Not to be confused with zero party data: Zero-party data, also known as “explicit data,” is a term coined by Forrester Research. It refers to data that a customer willingly and knowingly shares with a company. Zero-party data is volunteered by the customer proactively.
- 8. What are the most common themes and lessons from 2021 within privacy? PANEL DISCUSSION 8
- 9. What are the most common themes and lessons from 2021 within lifecycle marketing and messaging? PANEL DISCUSSION 9
- 10. Based on the privacy changes we’ve navigated this year, what do you recommend for brands + marketers around 1st party data acquisition + management going forward? PANEL DISCUSSION 10
- 11. Based on what we’ve seen this year with lifecycle marketing, what are your recommendations going forward, especially when managing cross-channel communications? PANEL DISCUSSION 11
- 12. What are your predictions for 2022? PANEL DISCUSSION 12
- 13. Schedule Your Consultation with a Privacy Expert
- 14. Q&A
- 16. Thank you!