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Digital You Can Trust |
DATA-DRIVEN DIGITAL
WEBINARS
July 2021
Digital You Can Trust |
Today’s Discussion 1
2
3
4
Why it matters?
Examples of First-Party
Data
How to collect
How to use First-party
data
Digital You Can Trust |
1992
Bill Clinton was
elected
president
How we got here...
Digital You Can Trust |
1992
Bill Clinton was
elected
president
How we got here...
Digital You Can Trust |
1992 ‘12
Hurricane Sandy
How we got here...
Digital You Can Trust |
1992 ‘12
Hurricane Sandy
How we got here...
Digital You Can Trust |
1992 ‘12 ‘14
Ebola Epidemic
Becomes Global
Health Crisis
How we got here...
Digital You Can Trust |
1992 ‘12 ‘14
How we got here...
Ebola Epidemic
Becomes Global
Health Crisis
Digital You Can Trust |
1992 ‘12 ‘14 ‘15
NASA confirms
the presence of
water on Mars
How we got here...
Digital You Can Trust |
1992 ‘12 ‘14 ‘15
NASA confirms
the presence of
water on Mars
How we got here...
Digital You Can Trust |
1992 ‘12 ‘14 ‘15 ‘18
Trump Triggers a
Trade War
How we got here...
Digital You Can Trust |
1992 ‘12 ‘14 ‘15 ‘18
Trump Triggers a
Trade War
How we got here...
Digital You Can Trust |
1992 ‘12 ‘14 ‘15 ‘18 ‘20
Nothing
significant
How we got here...
Digital You Can Trust |
1992 ‘12 ‘14 ‘15 ‘18 ‘20
Nothing
significant
How we got here...
Digital You Can Trust |
Digital You Can Trust |
3 Key Categories of Data
Digital You Can Trust |
3 Key Categories of Data
First-party data is the data you have collected about your
customers or audience, you own and manage
Digital You Can Trust |
3 Key Categories of Data
Second-party data is someone else’s first party data that can be
utilized for your own marketing bought directly from the source.
Digital You Can Trust |
3 Key Categories of Data
Third-party data is generally aggregated from many
different sources and consists of rich behavioral or demographic
data.
Digital You Can Trust |
Why does it
matter?
Digital You Can Trust |
First-Party
Data
Digital You Can Trust |
First-Party
Data
Data
Compliance
Digital You Can Trust |
First-Party
Data
Data
Compliance
Data Quality
Digital You Can Trust |
First-Party
Data
Data
Compliance
Data Quality
Data
Accuracy
Digital You Can Trust |
First-Party
Data
Data
Compliance
Data Quality
Data
Accuracy
Relevancy
Digital You Can Trust |
First-Party
Data
Data
Compliance
Data Quality
Data
Accuracy
Relevancy
Cost
Effectiveness
Digital You Can Trust |
First-Party
Data
Data
Compliance
Data Quality
Data
Accuracy
Relevancy
Cost
Effectiveness
Future
Proofing from
3rd Party Loss
Digital You Can Trust |
Still need convincing?
Digital You Can Trust |
Digital You Can Trust |
Digital You Can Trust |
Digital You Can Trust |
Source: https://econsultancy.com/what-are-first-second-and-third-party-data/
Q: Which categories of data does your organisation use regularly?
Digital You Can Trust |
Source: Source: https://martech.zone/first-party-roi/
Q: Which of the following categories of data best with these statements?
Digital You Can Trust |
Q: Please rate the importance of each following audience data types as it
applies to your addressable / digital media strategy.
Source: Nielsen 2021 Annual Marketing Report: Era of Adaptation
Digital You Can Trust |
Digital You Can Trust |
Digital You Can Trust |
Examples of
First-Party Data
Digital You Can Trust |
Digital You Can Trust |
Behavioral data: Collect data about how people interact
with your website through clicks, views, purchases etc.
Digital You Can Trust |
In-store purchase data
Digital You Can Trust |
Subscription Data
Digital You Can Trust |
Social Platform Data
Digital You Can Trust |
CRM Data
Digital You Can Trust |
Survey Data
Digital You Can Trust |
Cross-platform data
Digital You Can Trust |
Customer Feedback
Digital You Can Trust |
How to collect
First-Party Data
Digital You Can Trust |
Digital You Can Trust |
We need a strategy...
Digital You Can Trust |
We need a strategy...
1
What inventory?
Identify potential data points
across different platforms
Digital You Can Trust |
We need a strategy...
1
What inventory?
Identify potential data points
across different platforms
What do you need?
Analyze what available data
points are actually needed to
inform your strategy
2
Digital You Can Trust |
We need a strategy...
1
What inventory?
Identify potential data points
across different platforms
What do you need?
Analyze what available data
points are actually needed to
inform your strategy
2
House your data
Organise, organise and unify
customer data in a single
source
3
Digital You Can Trust |
We need a strategy...
1
What inventory?
Identify potential data points
across different platforms
What do you need?
Analyze what available data
points are actually needed to
inform your strategy
2
House your data
Organise, organise and unify
customer data in a single
source
3
Start collecting
Allow enough time to gather
and collect your first-party
data
4
Digital You Can Trust |
We need a strategy...
1
What inventory?
Identify potential data points
across different platforms
What do you need?
Analyze what available data
points are actually needed to
inform your strategy
2
House your data
Organise, organise and unify
customer data in a single
source
3
Start collecting
Allow enough time to gather
and collect your first-party
data
4
Test, Learn & Refine
Test audiences and messaging
to gauge the effectiveness of
the first-party data
5
Digital You Can Trust |
Digital You Can Trust |
Digital You Can Trust |
Digital You Can Trust |
Website Pixels
Collect first-party data by adding tracking pixels to your website, product, or social media
profiles that gather information about consumer behaviors and actions.
Digital You Can Trust |
CRM (Customer Relationship Management)
Digital You Can Trust |
DMP (Data Management Platform)
Digital You Can Trust |
Use your data
for good
Digital You Can Trust |
Digital You Can Trust |
For your consumers
Communicate a clear value proposition when requesting data
○ Convenience - Notifying them when a favorite item is in stock or their order status has
changed
Digital You Can Trust |
For your consumers
Communicate a clear value proposition when requesting data
○ Convenience - Notifying them when a favorite item is in stock or their order status has
changed
○ Deal or Coupon - Offer a deal or coupon when people agree to provide their details
Digital You Can Trust |
For your consumers
Communicate a clear value proposition when requesting data
○ Convenience - Notifying them when a favorite item is in stock or their order status has
changed
○ Deal or Coupon - Offer a deal or coupon when people agree to provide their details
○ Loyalty Programs - Invite people to register and sign into an account or loyalty program
Digital You Can Trust |
For your consumers
Communicate a clear value proposition when requesting data
○ Convenience - Notifying them when a favorite item is in stock or their order status has
changed
○ Deal or Coupon - Offer a deal or coupon when people agree to provide their details
○ Loyalty Programs - Invite people to register and sign into an account or loyalty program
○ Mobile App - Encourage customers to download your mobile app
Digital You Can Trust |
For your business
Predict purchasing behavior
Digital You Can Trust |
For your business
Predict purchasing behavior
Digital You Can Trust |
For your business
Audience insights
Digital You Can Trust |
Personalised (and relevant) content
For your business
Digital You Can Trust |
For your business
Maximise your marketing budget
=
Digital You Can Trust |
Digital You Can Trust |
Digital You Can Trust |
Digital You Can Trust |
Where to begin:
1
What inventory?
Identify potential data points
across different platforms
What do you need?
Analyze what available data
points are actually needed to
inform your strategy
2
House your data
Organise, organise and unify
customer data in a single
source
3
Start collecting
Allow enough time to gather
and collect your first-party
data
4
Test, Learn & Refine
Test audiences and messaging
to gauge the effectiveness of
the first-party data
5
Digital You Can Trust |
Thank
You
We’re a global online marketing
agency managed from one of
the finest beaches on the planet.
Digital You Can Trust |
GET IN
TOUCH

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First-Party World Problems: Future-Proof Your Business with First-Party Data

  • 1. Digital You Can Trust | DATA-DRIVEN DIGITAL WEBINARS July 2021
  • 2. Digital You Can Trust | Today’s Discussion 1 2 3 4 Why it matters? Examples of First-Party Data How to collect How to use First-party data
  • 3. Digital You Can Trust | 1992 Bill Clinton was elected president How we got here...
  • 4. Digital You Can Trust | 1992 Bill Clinton was elected president How we got here...
  • 5. Digital You Can Trust | 1992 ‘12 Hurricane Sandy How we got here...
  • 6. Digital You Can Trust | 1992 ‘12 Hurricane Sandy How we got here...
  • 7. Digital You Can Trust | 1992 ‘12 ‘14 Ebola Epidemic Becomes Global Health Crisis How we got here...
  • 8. Digital You Can Trust | 1992 ‘12 ‘14 How we got here... Ebola Epidemic Becomes Global Health Crisis
  • 9. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 NASA confirms the presence of water on Mars How we got here...
  • 10. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 NASA confirms the presence of water on Mars How we got here...
  • 11. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 ‘18 Trump Triggers a Trade War How we got here...
  • 12. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 ‘18 Trump Triggers a Trade War How we got here...
  • 13. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 ‘18 ‘20 Nothing significant How we got here...
  • 14. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 ‘18 ‘20 Nothing significant How we got here...
  • 15. Digital You Can Trust |
  • 16. Digital You Can Trust | 3 Key Categories of Data
  • 17. Digital You Can Trust | 3 Key Categories of Data First-party data is the data you have collected about your customers or audience, you own and manage
  • 18. Digital You Can Trust | 3 Key Categories of Data Second-party data is someone else’s first party data that can be utilized for your own marketing bought directly from the source.
  • 19. Digital You Can Trust | 3 Key Categories of Data Third-party data is generally aggregated from many different sources and consists of rich behavioral or demographic data.
  • 20. Digital You Can Trust | Why does it matter?
  • 21. Digital You Can Trust | First-Party Data
  • 22. Digital You Can Trust | First-Party Data Data Compliance
  • 23. Digital You Can Trust | First-Party Data Data Compliance Data Quality
  • 24. Digital You Can Trust | First-Party Data Data Compliance Data Quality Data Accuracy
  • 25. Digital You Can Trust | First-Party Data Data Compliance Data Quality Data Accuracy Relevancy
  • 26. Digital You Can Trust | First-Party Data Data Compliance Data Quality Data Accuracy Relevancy Cost Effectiveness
  • 27. Digital You Can Trust | First-Party Data Data Compliance Data Quality Data Accuracy Relevancy Cost Effectiveness Future Proofing from 3rd Party Loss
  • 28. Digital You Can Trust | Still need convincing?
  • 29. Digital You Can Trust |
  • 30. Digital You Can Trust |
  • 31. Digital You Can Trust |
  • 32. Digital You Can Trust | Source: https://econsultancy.com/what-are-first-second-and-third-party-data/ Q: Which categories of data does your organisation use regularly?
  • 33. Digital You Can Trust | Source: Source: https://martech.zone/first-party-roi/ Q: Which of the following categories of data best with these statements?
  • 34. Digital You Can Trust | Q: Please rate the importance of each following audience data types as it applies to your addressable / digital media strategy. Source: Nielsen 2021 Annual Marketing Report: Era of Adaptation
  • 35. Digital You Can Trust |
  • 36. Digital You Can Trust |
  • 37. Digital You Can Trust | Examples of First-Party Data
  • 38. Digital You Can Trust |
  • 39. Digital You Can Trust | Behavioral data: Collect data about how people interact with your website through clicks, views, purchases etc.
  • 40. Digital You Can Trust | In-store purchase data
  • 41. Digital You Can Trust | Subscription Data
  • 42. Digital You Can Trust | Social Platform Data
  • 43. Digital You Can Trust | CRM Data
  • 44. Digital You Can Trust | Survey Data
  • 45. Digital You Can Trust | Cross-platform data
  • 46. Digital You Can Trust | Customer Feedback
  • 47. Digital You Can Trust | How to collect First-Party Data
  • 48. Digital You Can Trust |
  • 49. Digital You Can Trust | We need a strategy...
  • 50. Digital You Can Trust | We need a strategy... 1 What inventory? Identify potential data points across different platforms
  • 51. Digital You Can Trust | We need a strategy... 1 What inventory? Identify potential data points across different platforms What do you need? Analyze what available data points are actually needed to inform your strategy 2
  • 52. Digital You Can Trust | We need a strategy... 1 What inventory? Identify potential data points across different platforms What do you need? Analyze what available data points are actually needed to inform your strategy 2 House your data Organise, organise and unify customer data in a single source 3
  • 53. Digital You Can Trust | We need a strategy... 1 What inventory? Identify potential data points across different platforms What do you need? Analyze what available data points are actually needed to inform your strategy 2 House your data Organise, organise and unify customer data in a single source 3 Start collecting Allow enough time to gather and collect your first-party data 4
  • 54. Digital You Can Trust | We need a strategy... 1 What inventory? Identify potential data points across different platforms What do you need? Analyze what available data points are actually needed to inform your strategy 2 House your data Organise, organise and unify customer data in a single source 3 Start collecting Allow enough time to gather and collect your first-party data 4 Test, Learn & Refine Test audiences and messaging to gauge the effectiveness of the first-party data 5
  • 55. Digital You Can Trust |
  • 56. Digital You Can Trust |
  • 57. Digital You Can Trust |
  • 58. Digital You Can Trust | Website Pixels Collect first-party data by adding tracking pixels to your website, product, or social media profiles that gather information about consumer behaviors and actions.
  • 59. Digital You Can Trust | CRM (Customer Relationship Management)
  • 60. Digital You Can Trust | DMP (Data Management Platform)
  • 61. Digital You Can Trust | Use your data for good
  • 62. Digital You Can Trust |
  • 63. Digital You Can Trust | For your consumers Communicate a clear value proposition when requesting data ○ Convenience - Notifying them when a favorite item is in stock or their order status has changed
  • 64. Digital You Can Trust | For your consumers Communicate a clear value proposition when requesting data ○ Convenience - Notifying them when a favorite item is in stock or their order status has changed ○ Deal or Coupon - Offer a deal or coupon when people agree to provide their details
  • 65. Digital You Can Trust | For your consumers Communicate a clear value proposition when requesting data ○ Convenience - Notifying them when a favorite item is in stock or their order status has changed ○ Deal or Coupon - Offer a deal or coupon when people agree to provide their details ○ Loyalty Programs - Invite people to register and sign into an account or loyalty program
  • 66. Digital You Can Trust | For your consumers Communicate a clear value proposition when requesting data ○ Convenience - Notifying them when a favorite item is in stock or their order status has changed ○ Deal or Coupon - Offer a deal or coupon when people agree to provide their details ○ Loyalty Programs - Invite people to register and sign into an account or loyalty program ○ Mobile App - Encourage customers to download your mobile app
  • 67. Digital You Can Trust | For your business Predict purchasing behavior
  • 68. Digital You Can Trust | For your business Predict purchasing behavior
  • 69. Digital You Can Trust | For your business Audience insights
  • 70. Digital You Can Trust | Personalised (and relevant) content For your business
  • 71. Digital You Can Trust | For your business Maximise your marketing budget =
  • 72. Digital You Can Trust |
  • 73. Digital You Can Trust |
  • 74. Digital You Can Trust |
  • 75. Digital You Can Trust | Where to begin: 1 What inventory? Identify potential data points across different platforms What do you need? Analyze what available data points are actually needed to inform your strategy 2 House your data Organise, organise and unify customer data in a single source 3 Start collecting Allow enough time to gather and collect your first-party data 4 Test, Learn & Refine Test audiences and messaging to gauge the effectiveness of the first-party data 5
  • 76. Digital You Can Trust | Thank You
  • 77. We’re a global online marketing agency managed from one of the finest beaches on the planet. Digital You Can Trust | GET IN TOUCH

Editor's Notes

  1. You can use first-party data with minimal risks because you know the source of data and the way it was gathered. First-party data ensures your collection processes are in compliance with regulations. You can also try using third-party platforms with built-in compliance, like Emarsys, to collect customer insights.
  2. First-party data is coming directly from your customers and audiences, making it as accurate and precise as possible. Compare that to third-party data which is collected from multiple platforms and combined into a larger data set so marketers generally don’t know the exact sources of their data.
  3. First-party data is typically very accurate because you gather data straight from the source. Minimizing the distance between your company and the source of the data reduces the opportunities for error or obfuscation to occur.
  4. First-party data is highly relevant to your organization because it is coming directly from your audience. As such, you gain valuable insights into exactly how your customers and prospects behave on your site, which means you are better able to determine their preferences.
  5. Collecting first-party data is very cost-effective because you already have it in your systems — you just need to put it to use. Unlike second- and third- party, you never have to pay for first-party data because you simply own it.
  6. The GDPR and CCPA are starting to prevent data collection without consent to promote equity in customer privacy, which means third-party cookies will be eliminated by 2022. Many companies have stopped incorporating third-party data into their digital marketing strategies and leveraging third-party cookies for tracking and purposes of customer identification. So what does that look like for marketers? They will have to adapt and learn to leverage first-party data instead.
  7. Remember, this is data your brand captured and collected, so your competitors won’t have it (they’ll have to get their own!). But therein lies the difficulty. Since you can’t just go out and buy first-party data, you probably don’t have as much as you’d like, and what you do have may be underutilized. However, the more first-party data you collect and leverage for your marketing efforts, the greater your competitive advantage will be, because you’re using unique data to form unique insights about your customer in a way that your competitor hasn’t. You’ll have a deeper understanding of your customer, and thus, can offer them richer, more relevant personalization that is superior to what your competitor can offer.
  8. In-store purchase data: Gain a comprehensive understanding of customers’ purchase behaviors, which products are the most popular, and which types of customers prefer which products.
  9. Subscription data: Users who subscribe to your content that provides a more in-depth understanding of the interests.
  10. Social data: Followers of social media profiles volunteer interaction information as well as audience’s interests, behaviors. and preferences.
  11. CRM Data: Leverage customer information and demographics that are typically stored in CRM’s.
  12. Survey data: Asking for feedback via paper survey forms, online forms, emails, and other channels. Within that survey, you can ask about your customers’ demographics, opinions on a product or service etc.
  13. Cross-platform data: Analyze behavioral data as users move across various platforms, such as the native app, your mobile site, and your desktop webpage.
  14. Customer feedback: Analyze direct customer feedback, such as comments on your website, phone calls to customer service, and direct messages on social media.
  15. Customer Relationship Management (CRM): Customer Relationship Management (CRM) platforms gather data through direct interactions customers have with your brand and store this information for future use. Interactions may be tracked by email, over the phone, on social media, website, or webchat. Types of data that CRM collects include contact information (name, email, title), purchase history, lead source, customer interaction record, and more.
  16. Data Management Platform (DMP): A DMP can collect first-party data from a variety of sources and segments based on specific behaviors such as downloads, clicks, purchases, interests, or demographic information. DMP typically collects and categorizes anonymous data from multiple sources, such as cookies, IP addresses, device IDs, to help marketers target ads to the right audience segments. All of your audience data can be stored and organized in a central data management platform for a quick understanding of your customers and how to reach them effectively.