Taking Advantage of First Party Data The document discusses a study on marketer usage of first, second, and third party data. It finds that marketers are increasingly using first party data, which provides the highest returns. Specifically, the study found that first party data from websites, mobile apps, and customer transactions provided the greatest customer insights and highest customer lifetime value. However, many marketers face challenges with data quality, integration, and having sufficient resources. Moving forward, the top marketers agree on the need for a clear data strategy and governance to better leverage their first party assets.

1. Taking Advantage of First
Party Data
New Research Findings
Stefan Tornquist, VP Research, Econsultancy
Kathy Menis, VP of Product Marketing, Signal

2. Our speakers
Stefan Tornquist
VP, Research
Econsultancy
@SKTornquist
Kathy Menis
VP, Product Marketing
Signal
@KMenis

3. The study and some context
A look at the marketer study behind this talk
Findings
A look at top findings from our study of trends in data usage and best practice
Case Studies and Questions
Data-driven marketing in the real world and your questions
Today

4. The Study
• 302 Brands
• Revenues $100MM+ (41% $1B+)
• Director+ (VP/C-suite/Board 32%)
• Broad range of industries
• Minimum of 2 data categories, over 50% using all

5. What and how – data in context
/01

6. Our lens: the Leaders and the mainstream
36%
47%
8%
2%
1% 6%
Strong positive impact
Some positive impact
No significant impact
Some negative impact
Strong negative impact
Cannot document
Impact of data-related marketing investments

7. The 3 data categories
81%
71%
77%
48%
61%
56%
0%
20%
40%
60%
80%
100%
Strong ROI Rest of Sample
First party data (data your organization collects directly)
Second party data (first-party data collected by trusted partners)
Third party data (aggregated data from outside sources)

8. Usage of main data types
27%
43%
39%
47%
48%
69%
69%
45%
51%
58%
63%
63%
67%
69%
0% 20% 40% 60% 80%
Behavioral data from third party sources
Customer data from third party sources
Behavioral data from our sites and
campaigns
Demographic customer data from third
party sources
Data about our customers from trusted
partners
Customer information (CRM)
Transaction history
Strong ROI Rest of Sample

9. The first-party opportunity
/02

10. Sources for first-party data
8%
46%
35%
41%
47%
63%
74%
23%
47%
60%
60%
61%
63%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Beacons
Call center data
Mobile web
Mobile applications
Email/SMS
Point of sale/offline CRM data
Website
Strong ROI Rest of Sample

11. The best data for the job…
62%
68% 64%
74%
30% 23% 31%
18%
8% 9% 5% 8%
0%
25%
50%
75%
100%
Highest lift among our
data sources
Easiest financial
justification for use
Highest increase to
our customer lifetime
value
Greatest insight into
our customers
First party data Second party data Third party data

12. The data/capability connection
34%
32%
42%
46%
44%
60%
40%
48%
59%
59%
60%
66%
Programmatic buying of online display ads
Customer journey analysis
Marketing attribution
Audience segmentation
Content personalization on our sites and/or
applications
Campaign targeting/analysis
Share of respondents with "Strong capability"
Strong ROI Rest of Sample

13. The quality challenge
/03

14. The Quality Challenge
65%
55%
45%
35%
25%
Usefulnessofdata(%reporting“highlyuseful”)
Accuracy of data (% reporting “highly accurate”)
25% 30% 35% 40% 45%
CRM
1st party
behavioral
data
3rd party
demographic
data
3rd party
behavioral
data
2nd party
customer
data
Transaction
history
3rd party
customer
data

15. The Quality Challenge
15%
29%
26%
16%
16%
31%
42%
16%
21%
25%
25%
30%
37%
47%
Lack of scale
Disparate applications and databases
Can’t act on data quickly enough – data
decay
Getting an accurate digital identity in the
post-cookie
Ad hoc approach – we’re not being
measured and strategic
Availability/ability to collect data
Data quality
Strong ROI Rest of Sample

16. Looking ahead
/04

17. Clear direction for first-party data
23%
30%
49%
21%
30%
33%
32%
33%
18%
17%
4%
8%
3%
0% 20% 40% 60% 80% 100%
Increasing use of third-party data
Increasing use of second-party data
Increasing use of first-party data
Strongly agree Agree Neutral Disagree Strongly disagree

18. Moving forward – lessons from the leaders
45% 44%
37%
40%
16% 16%
11%
16%
0%
10%
20%
30%
40%
50%
We have a well-
documented data strategy
that extends out a year or
more
We have policies and
procedures on how we
define, manage and use
all types of data
We have sufficient human
resources to power our
data initiatives
We have processes for
the measurement of data
Share of respondents citing "Strongly agree"
Strong ROI Rest of Sample

19. Success Stories
/05

20. Organizing Around Data

21. Personalization

22. Real-Time Retargeting
WEBSITE
PROBLEM:
• Can’t identify new members in first 48
hours
• Lost opportunity
SOLUTION:
• Data integration
• ID resolution -100% authentication at
login
• Retarget while in market in the moment

23. “Thanks to our partnership with Signal, Rue La La was able to increase customer conversions
more than 10%. We accomplished this in short order using Signal Fuse, which gave us the
means to strategically leverage one of our most valuable assets –
our customer data.”
Acquisition Marketing Manager, Rue La La

24. RETAILERS BRANDS
Rise of 2nd Party Ad Networks

25. Questions?
/05

26. Questions / Answers
Stefan Tornquist
VP, Research
Econsultancy
@SKTornquist
Kathy Menis
VP, Product Marketing
Signal
@KMenis

27. Thank you!