The original article ‘Cheetah Digital Buys Wayin in Play for More Direct Data on Consumers’ appeared in The Wall Street Journal on 10th July 2019. You can read it here.
Wayin has been acquired by Cheetah Digital to give marketers a comprehensive, end-to-end customer engagement solution to acquire zero- and first-party data, unify it in a single customer view, and put it to work in real time.
The modern consumer demands increased privacy, tightened data controls, and the right to be forgotten. That’s easily deliverable until you contrast those demands with their expectations for tailor-made content, bespoke product recommendations, and hyper-personalization.
For marketers committed to delivering better personalized experiences, Cheetah Digital’s acquisition of Wayin offers a unique opportunity to build lasting and more
For marketers committed to delivering better personalized experiences, Cheetah Digital’s acquisition of Wayin offers a unique opportunity to build lasting and more meaningful relationships with consumers.meaningful relationships with consumers.
First-party intelligence has become more valuable to marketers in the fallout from Facebook Inc. ’s scandal with Cambridge Analytica Ltd., which led the platform to tighten its grip on user data.” – Sahil Patel, The Wall Street Journal
Agile marketers see this as a time of digital opportunity, rather than the death knell to personalization initiatives. They are connecting directly with consumers and gathering the data, insights, and permissions they need to power personalized marketing across all stages of the customer lifecycle. Rather than inferring, they’re asking. And consumers are willingly and intentionally sharing. This is called zero-party data.
“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context, and how the individual wants the brand to recognize her.” – Fatemeh Khatibloo, Principal Analyst, Forrester
With Wayin, A Cheetah Digital Company, marketers will be empowered to better identify customers, drive rich personalization across all channels, and keep data accurate, relevant, and current — because it’s coming directly from your customers.
Even non-technical marketers can quickly create and launch interactive campaign experiences, like sweepstakes and quizzes, to collect deep, self-reported information on their customers’ motivations, intentions, and interests — all while respecting and complying with increasingly stringent privacy regulations and expectations.
“Wayin is the leader in helping marketers acquire opted-in data at scale, and now combined with our enterprise cross-channel marketing platform, marketers are able to put that data to work in real-time with hyper-personalized experiences across all channels.”- Sameer Kazi, CEO, Cheetah Digital
Whether an instant win promo, or product recommending quiz in a social story to name but a few, these experience types that can live on the largest screen, or the smallest ad placement incorporate incentive mechanics such as coupons, content, or prizes that quickly and easily collect zero-party data. Arming you with the information you need to make the right connections with your customers… that last.