With the continuation of GDPR and the enhancement of CCPA, brands and marketers must find new ways to compile data on customers and users. The best way? Gather it yourself.

1. How Brand Experiences
Drive Customer Experience
with First-Party Data
WEBINAR
Jonathan Yaffe
CEO & Co-Founder, AnyRoad

2. Agenda
Definitions
‘Hype Cycles’
Beyond Privacy
Opportunities and challenges
Practical Examples
Takeaways
@anyroad
@whereisyaffe
#experiential

3. Experiences
powered by
AnyRoad
#EXPERIENTIAL

4. Definitions
#EXPERIENTIAL

5. What is First-Party Data?
1st Party 2nd Party 3rd Party
Data collected by the company
through its own systems.
Data collected by another source
and shared through an integration
or partnership.
Data Aggregated from various
sources.
#EXPERIENTIAL

6. What are branded experiences? #EXPERIENTIAL

7. The Experience Economy
B. Joseph Pine II
James H. Gilmore
DISTILLERY TOURS
DIY WORKSHOPS
ONLINE TASTINGS
TRACK DAYS
IN-STORE SAMPLING
FIELD ACTIVATIONS
“Time is the currency of
experiences. If you get
customers to spend more
time with your business
they will spend more
money on your offerings.”
#EXPERIENTIAL

8. ‘Hype Cycles’
#EXPERIENTIAL

9. Industry changes are creating ‘Hype Cycles’
#EXPERIENTIAL

10. #EXPERIENTIAL

11. #EXPERIENTIAL
First-party data strategies have yet to gain traction
88% of marketers
say collecting
First-Party Data is a
2021 priority.
41% of ad buyers don't
believe their companies
understand the impact
of third-party cookies'
demise.
IAB 2021 Marketplace Outlook Survey
Just 28% of marketers
say their First-Party
Data is significantly or
fully used.
Merkle 2021 Customer Engagement Report
WFA Programmatic, Data & Technology Global
Survey 2020

12. How did we get here?
BROKEN CONSUMER
TRUST
PRIVACY
REGULATION
ONLINE TRACKING
CHANGES
#EXPERIENTIAL

13. #EXPERIENTIAL

14. #EXPERIENTIAL

15. Beyond Privacy
#EXPERIENTIAL

16. The Customer Experience is evolving. Rapidly.
Privacy
Concerns
Consumption
Habits
Digital
Transformation
COVID-19
Customer
Experience
#EXPERIENTIAL

17. THEN:
THINGS
NOW:
EXPERIENCES
#EXPERIENTIAL

18. $14 trillion
Global spending capacity
reached by Millenials in
2020
We are living in an experience economy.
The world is shifting to a new kind of consumption model.
It's time for you to change too.
72%
Of Millenials prefer to spend
on experiences vs things.
$63 billion
Amount spent by US
consumer brands on
experiences in 2018.
20%
Estimated annual increase in
budgets for branded
experiences.
Financial Times, 2020 The Harris Group, 2014. American Marketing Association (AMA)
and PQ Media, 2019.
Freeman and SSI, CMO Survey 2017

19. “Today, brands are getting into retail,
starting new companies, or
implementing other forms of change;
not merely to compete with someone
else, but to collect information about
their customers.”
Sir Martin Sorrell, Chairman S4 Capital

20. First Party Data informs better targeting
#EXPERIENTIAL

21. Direct-to-consumer models are transforming categories #EXPERIENTIAL

22. Data strategies and needs vary greatly by industry
#EXPERIENTIAL

23. Challenges + Opportunities
#EXPERIENTIAL

24. Experiences - An ideal ‘value exchange’ for data
Source: BCG - Responsible Marketing with First-Party Data
#EXPERIENTIAL

25. 20,000 classes in-store
and online annually
Create
meaningful
connections
1M+ visitors to
Budweiser breweries
1.5M+ visitors at 15 brand homes &
online experiences
Global marketplace for online dog
training.
Concept stores featuring in-store
sports and fitness experiences
#EXPERIENTIAL

26. Experiences
have a data problem
Poor data
capture
Limited ROI
measurement
No actionable insigh
Data
silos
CHALLENGE #EXPERIENTIAL

27. EXPERIENCE A
EXPERIENCE B
EXPERIENCE C
Event software CRM
POS
We need a
new way.
The Old Way
Fragmented tech, limited insights and data loss
BUSINESS SYSTEMS
EXPERIENCES
CUSTOMERS DATA CAPTURE
?
ACTIVATION
?
?
#EXPERIENTIAL

28. Experience Relationship
Management (ERM)
Capture data
& manage
experiences
Unlock live,
actionable insights
Scale efforts
efficiently
Centralize &
standardize
data
SOLUTION #EXPERIENTIAL

29. DMP
CDP
Marketing
Automation
ERP CRM
CAPTURE STANDARDIZE
ANALYZE AND
ENRICH
CONNECT ACTIVATE
(OWNED + PAID)
Email
Text
Direct Mail
Social
Display
Analytics + Reporting
Data
Warehouse
Insights + Feedback
Online
Events
Activations
Appointments
Community
Events
Affiliate
Events
Data Manager
SYNC DATA
COLLECT
FEEDBACK
API
The New Way
Experience Relationship Management (ERM)
#EXPERIENTIAL

30. What type of data can be collected from experiences?
EXPLICIT DATA
Directly declared by
participant
Form fills/contact data
Demographics
Feedback
NPS
Brand preference
INFERRED DATA
Captured from behaviors
and system integrations
Purchasing data
Behavioral insights
Digital touchpoints
ROAS/ ROI
#EXPERIENTIAL

31. #EXPERIENTIAL
How to collect data from experiences?
Online Bookings
Onsite + Contactless
Technology
Surveys
Social Engagement
Wifi
POS + Loyalty Programs
Credit + Gift Card
Age Verification
Social Listening
Messaging and Chat
ERM

32. Practical Examples
#EXPERIENTIAL

33. #EXPERIENTIAL
BRAND ACTIVATION
Live concerts / Large-scale events
DEMOS
Test drives
Personal fashion styling
TOURS / EXPERIENCES
Corporate events and experiences
Private tastings, tours, classes
Concept showrooms
COMMUNITY
Group classes
Customer Advisory Boards
Where do experiences fit in your strategy?
INFLUENCER / CELEBRITY
Unboxings
Celebrity classes
AMA (Ask Me Anything)
AWARENESS
CONSIDERATION
ADVOCACY

34. #EXPERIENTIAL
The Brand
The Michaels Companies, is North
America’s largest retailer of arts and crafts
materials. Their Community Classroom
program offers 20,000 in-store and
online classes each year.
The Value Exchange
Participate in specialized classes at their
network of 1,200 stores or online.
Provide data + pay a fee
+
Learn new skills and connect with like
minded enthusiasts

35. #EXPERIENTIAL
The Brand
P&G-owned skin care brand Olay
launched Olay Skin Advisor in 2017.
Started with a data set of 50,000 face
scans and has been used by 1M+ since
The Value Exchange
Shopping for beauty products can be
confusing - ⅓ of shoppers do not find
what they are looking for on the shelf.
Provide personal data
+
Receive personalized product
recommendations

36. #EXPERIENTIAL
The Brand
Nestlé built an online marketplace in the
pet space where dog owners could
connect through interactive experiences
that included cost-effective resources,
education, and training.
The Value Exchange
Finding qualified trainers for dogs is
challenging.
Provide data + pay a fee
+
Get support from expert dog trainers

37. #EXPERIENTIAL
The Brand
CALIA by Carrie Underwood is a womens
fitness brand owned by DICKS Sporting
Goods.
In 2021 they began offering virtual styling
sessions.
The Value Exchange
Get personalized advice.
Provide personal data
+
Receive personalized product
recommendations

38. #EXPERIENTIAL
The Brand
Porsche Driving Experience offers a
variety of rewarding and challenging
experiences, on and off the track.
The Value Exchange
Get expert instruction and access to new
models and exclusive experiences for
owners.
Provide personal data + Pay a Fee
+
Access exclusive driving experiences

39. Activating First Party Data
#EXPERIENTIAL
STEP ONE
Build segments in your marketing systems (CDP,
CRM etc.).
STEP TWO
Refine messaging, creative and targeting.
STEP THREE
Activate your audience across channels. E.g.
Email, SMS, Social.
Craft Beer
Enthusiasts
High
NPS
Seltzer
Drinkers

40. Executive Summary
Shifts in the marketing and CX ecosystem present
opportunities for brands to get closer to customers
First-party data collection requires a ‘value
exchange’
Experiences are an efficient way to collect
First-Party Data
Data from experiences is underutilized and silo’d
Technology can overcome the data challenges but
maximizing effectiveness requires people and
teams to work together
#EXPERIENTIAL

41. #EXPERIENTIAL
#EXPERIENTIAL
July 22 @ 11 am PT / 2 pm ET
Join Us
Experiential Trends 2021
Sign up at https://www.anyroad.com/events-and-webinars

42. Thank you.
jonathan@anyroad.com
anyroad.com
#EXPERIENTIAL
#EXPERIENTIAL