The need for zero- and first-party data has become vital in a privacy-by-default world. In this session, our experts partner with marketing automation platform Klaviyo and customer marketing solution Okendo to discuss the best ways to collect 1P data while building trust, how to navigate the changes—plus our predictions for what’s on the horizon in ’22.

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!