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

Last month for our Data-Driven Digital Community webinar, we talked about First-Party World Problems and how to Future-Proof Your Business with First-Party Data with our Head of Growth, Selina Gough.

Collecting and strategically activating first-party data has never been more important and it’s the businesses who are preparing for the change of cookies in their business decision-making processes that are winning today.

Learn:
- How businesses can formulate strategies to collect relevant data
- How to utilise first-party data to provide value to consumers
- How first-party data improves reporting, marketing budget utilisation and marketing decision making

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

  1. 1. Digital You Can Trust | DATA-DRIVEN DIGITAL WEBINARS July 2021
  2. 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. 3. Digital You Can Trust | 1992 Bill Clinton was elected president How we got here...
  4. 4. Digital You Can Trust | 1992 Bill Clinton was elected president How we got here...
  5. 5. Digital You Can Trust | 1992 ‘12 Hurricane Sandy How we got here...
  6. 6. Digital You Can Trust | 1992 ‘12 Hurricane Sandy How we got here...
  7. 7. Digital You Can Trust | 1992 ‘12 ‘14 Ebola Epidemic Becomes Global Health Crisis How we got here...
  8. 8. Digital You Can Trust | 1992 ‘12 ‘14 How we got here... Ebola Epidemic Becomes Global Health Crisis
  9. 9. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 NASA confirms the presence of water on Mars How we got here...
  10. 10. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 NASA confirms the presence of water on Mars How we got here...
  11. 11. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 ‘18 Trump Triggers a Trade War How we got here...
  12. 12. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 ‘18 Trump Triggers a Trade War How we got here...
  13. 13. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 ‘18 ‘20 Nothing significant How we got here...
  14. 14. Digital You Can Trust | 1992 ‘12 ‘14 ‘15 ‘18 ‘20 Nothing significant How we got here...
  15. 15. Digital You Can Trust |
  16. 16. Digital You Can Trust | 3 Key Categories of Data
  17. 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. 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. 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. 20. Digital You Can Trust | Why does it matter?
  21. 21. Digital You Can Trust | First-Party Data
  22. 22. Digital You Can Trust | First-Party Data Data Compliance
  23. 23. Digital You Can Trust | First-Party Data Data Compliance Data Quality
  24. 24. Digital You Can Trust | First-Party Data Data Compliance Data Quality Data Accuracy
  25. 25. Digital You Can Trust | First-Party Data Data Compliance Data Quality Data Accuracy Relevancy
  26. 26. Digital You Can Trust | First-Party Data Data Compliance Data Quality Data Accuracy Relevancy Cost Effectiveness
  27. 27. Digital You Can Trust | First-Party Data Data Compliance Data Quality Data Accuracy Relevancy Cost Effectiveness Future Proofing from 3rd Party Loss
  28. 28. Digital You Can Trust | Still need convincing?
  29. 29. Digital You Can Trust |
  30. 30. Digital You Can Trust |
  31. 31. Digital You Can Trust |
  32. 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. 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. 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. 35. Digital You Can Trust |
  36. 36. Digital You Can Trust |
  37. 37. Digital You Can Trust | Examples of First-Party Data
  38. 38. Digital You Can Trust |
  39. 39. Digital You Can Trust | Behavioral data: Collect data about how people interact with your website through clicks, views, purchases etc.
  40. 40. Digital You Can Trust | In-store purchase data
  41. 41. Digital You Can Trust | Subscription Data
  42. 42. Digital You Can Trust | Social Platform Data
  43. 43. Digital You Can Trust | CRM Data
  44. 44. Digital You Can Trust | Survey Data
  45. 45. Digital You Can Trust | Cross-platform data
  46. 46. Digital You Can Trust | Customer Feedback
  47. 47. Digital You Can Trust | How to collect First-Party Data
  48. 48. Digital You Can Trust |
  49. 49. Digital You Can Trust | We need a strategy...
  50. 50. Digital You Can Trust | We need a strategy... 1 What inventory? Identify potential data points across different platforms
  51. 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. 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. 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. 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. 55. Digital You Can Trust |
  56. 56. Digital You Can Trust |
  57. 57. Digital You Can Trust |
  58. 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. 59. Digital You Can Trust | CRM (Customer Relationship Management)
  60. 60. Digital You Can Trust | DMP (Data Management Platform)
  61. 61. Digital You Can Trust | Use your data for good
  62. 62. Digital You Can Trust |
  63. 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. 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. 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. 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. 67. Digital You Can Trust | For your business Predict purchasing behavior
  68. 68. Digital You Can Trust | For your business Predict purchasing behavior
  69. 69. Digital You Can Trust | For your business Audience insights
  70. 70. Digital You Can Trust | Personalised (and relevant) content For your business
  71. 71. Digital You Can Trust | For your business Maximise your marketing budget =
  72. 72. Digital You Can Trust |
  73. 73. Digital You Can Trust |
  74. 74. Digital You Can Trust |
  75. 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. 76. Digital You Can Trust | Thank You
  77. 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
  • CK42377

    Sep. 20, 2021

Last month for our Data-Driven Digital Community webinar, we talked about First-Party World Problems and how to Future-Proof Your Business with First-Party Data with our Head of Growth, Selina Gough. Collecting and strategically activating first-party data has never been more important and it’s the businesses who are preparing for the change of cookies in their business decision-making processes that are winning today. Learn: - How businesses can formulate strategies to collect relevant data - How to utilise first-party data to provide value to consumers - How first-party data improves reporting, marketing budget utilisation and marketing decision making

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