The brand and customer relationship used to be rather straightforward. Buyer personas would be crafted, and masses of data points from all manner of sources would be loaded into CRMs. As long as the CRM was full, the top of the funnel loaded and the tills still rang, no one questioned it.
But then came the Cambridge Analytica scandal, privacy legislation and the epiphany that much of this data that had been aggregated from third-party vendors was stale and useless.
In light of this, there’s a need to re-evaluate the relationship between brands and consumers and how marketers collect data load and personalize digital campaigns.
Our recommended approach, is the zero-party data path. A class of data intentionally and directly shared with you by the consumer – things like purchase intentions and preferences.
“Zero-party data is extremely valuable and will improve the effectiveness of your firm’s personalization efforts.” – Fatemeh Khatibloo, Principal Analyst, Forrester
For brands looking to build out their consumer database and collect zero-party data at scale, this article and attached white paper will take a granular look at how to go from loading the CRM with first-party data to evolving to a fully-fledged 360 zero-party data strategy that delivers contextual and hyper-personalized campaigns to consumers.
Grow First-Party Database
Without a database full of qualified leads, marketers have no one to market to, and sales teams have no one to sell to. However in light of recent data scandals, coupled with privacy legislation sweeping the globe, consumers are more scrupulous than ever when it comes to handing over their personal data.
As brands wean themselves off their third-party data quick fix, they’re leveraging interactive experiences that collect small amounts of self-reported first-party data, like name, date-of-birth and email address in return for products, free content or other items of value.
Discovery wanted to load its marketing database first-party and marketing opt-ins…and lots of them. With a little helping hand from Wayin, Discovery devised the HGTV Dream Home competition, giving its viewers the incredible value exchange of the opportunity to win a fully furnished waterfront paradise in Merritt Island, Florida.
On a dedicated microsite, built by Wayin, participants were asked to submit a small amount of PII data in return for entry into the sweepstakes.
483m first-party data records collected in 2018
All interactions and insights you receive from your campaigns tell you a great deal about the preferences of consumers. And all this data can help you segment your prospects and target them with personalized campaigns and content in the future. The more personalized your campaigns, the better the results.
Delivering these messages, accurately and in real-time based on the data they have given you is the difference between earning a loyal customer or turning a prospect off your brand entirely
Kiwibank launched a ‘Meet Your Money Self’ interactive quiz that profiled consumers spending habits in return for highly-personalized financial advice.
Wannabe savers learned whether they were ‘sociable sharers’ or ‘power spenders’ and received a detailed report in return for their PII data and insights.
145k entries – over 3% of the entire population of New Zealand
The beauty of progressively profiling your customers, is it never stops. Their interests, preferences, motivations and desires change and evolve other time, and with it, your messaging, recommendations and offer tailoring.
Through interactive experiences, audience building and profiling helps you keep your data accurate, relevant, and up-to-date, because it’s coming directly from your audience. Constantly enriching and replacing data points with both quality and quantity.
Reckitt Benckiser subsidiary brand Air Wick created a microsite, housing a customized questionnaire to help profile its target demographic as well as inform its decision-making around future candle and scent product
Specially targeted consumers were asked to fill in a quick questionnaire on product design, and purchase motivations as well as sharing some basic PII data.
This efficient and effective online research approach replaced traditionally costly and lengthy research techniques, fuelled product development and loaded the CRM with high-quality zero-party data.
15k unique zero-party data records and preference insights collected
Instead of spamming consumers with ads for products they have already purchased or irrelevant content, the audience segmentation you can achieve through zero-party data allows you to tailor ad messages to users in different stages of the purchase funnel and build meaningful, lasting relationships.
Empowering you to stop using guesswork by arming you with the data you need to make the right connections with your customers.
Through using Wayin’s library of multi-channel campaign experiences to drive zero-party data, Bowtech has managed to scrap the budgets it traditionally put towards market research by going direct to market themselves with speed, efficiency and personalization.
As a result, it has a far better understanding of the interests, motivations and desires of its customers, which informs the marketing content it creates, the products it manufactures and the marketing offers it makes.
144 Segments of geo-tagged audiences that Bowtech activate with experiences across email, SMS and other traditional marketing efforts