Finding and leveraging First Party Data along with consumer pathway
Authored by Anil Pandit, SVP, Publicis Media.
Consumers are becoming more vocal about how their data is used and requiring transparency on when it is used by brands and companies. This is driving platform partners to limit the use of cookie technology (along with MAIDs), which are major drivers behind overall signal deprecation in the industry for advertising purposes, and national and regional regulations are governing the use of data in jurisdictions across the world. This evolution is instigating massive change. One thing we know for sure is that first-party party data will be resilient through this shift. Thus, building a strong foundation of owned first-party data assets is essential for marketers.
Building this foundation requires experiences that create a direct and value-based relationship between the marketer and the consumer through a consented opt-in. A robust first-party data strategy does not have to work exclusively with existing customer data. There is also a large opportunity to grow first-party data from prospective customers who represent incremental growth. Hard work is required to develop these relevant strategies and engagements across the consumer journey and privacy enhancing technology is required to manage the data as it is being collected and maintained.
Let us discuss in brief some of the strategies that can be deployed across each of this consumer journey phases.
Value exchange, transparency and privacy and consent are some of the key considerations for data collection approaches that need to be kept in mind while deploying the below strategies.
At this stage, brands can deploy tactics for Brand & Event Driven Data Collection in the following ways:
- Media Buys – Lead Generation Ad Formats
Integrate a simple data collection form into paid media activity in order to easily collect consumer contact information.
- Events that Drive Registration & Redemption
Using branded events, sweepstakes, and virtual reality experiences are exciting ways to pique the interest of new consumers and encourage them to share data in exchange for personalized experiences.
- Branded Digital Event to Drive Registration
Develop an event or competition hosted in digital channels that drive broad brand awareness and include a data collection mechanism.
- Events Based on Cultural Moments
Associate with a relevant cultural event to drive brand awareness, while also collecting data through a product offer or competition.
- Redeem Virtual Offers in the Real World
Connect real world and virtual experiences via the Metaverse to create customer interactions that generate first-party data. These experiences can then be connected to the real world, through online or in-store offer redemption mechanisms.
In the awareness phase, brands can engage in Information Value Exchange. Some of them can be:
- Introduce a Chatbot to Act as a Digital Concierge
A chatbot, hosted on your website or in media units, can improve the consumer experience and offer an opportunity to build a connection with your consumers Chatbots are the fastest growing brand communication channel, with usage up 92% in 2020 according to Drift.
- Learn More About Your Customers Through Surveys & Data Unions
Data Unions are new technologies that give users direct control over the data they share with companies. Once users have opted into sharing, advertisers can send them surveys, which users complete in exchange for a reward.
- Create a Virtual Personalized Shopping Experience
Build digital experiences that enable a tailored online shopping journey in exchange for customer information they’d like to share.
- Collect Customer Data Through an In-Store Experience
Well-designed in-store experiences can be used to drive customer interaction and collect contact information, product preferences or drive product purchase.
Some tactics brands can use for Data Collection at Points of Consideration are:
- Advertise a Discount or Offer in Exchange for Data
Who doesn’t love a deal? Offering a product discount in exchange for contact information is a great way to establish a relationship and drive consumers to purchase.
- Offers Driven by Influencers and Their Communities
Partner with an influencer to promote tailored products or offers. Choose influencers with an affinity to the brand and relevant audiences. Use paid media to amplify the activity.
- Data Captured to Personalize Customer Experience
Interactive experiences (for example, quizzes & forms) that support a consumer with customized suggestions and recommendations as they move through the purchase journey.
Some ways to collect First-Party Data at Point-of-Purchase
- Collect Valuable User Data @ Point of Purchase
A direct-to-consumer purchase option is a great opportunity to build a relationship with a consumer and understand purchase trends and geographic location
- Simplify the Purchase Experience with Automation
Automating the purchase experience can save consumers time and introduce new opportunities for data collection.
- Connect the Full User Journey While Offering Convenience
By automatically connecting a loyalty scheme with the in-store experience, it’s possible to drive maximum shopping convenience, aiding purchase.
Strategies brands can use for Post-Purchase Data Collection may involve:
- Collect Customer Feedback or Reviews
Feedback forms are a great way to re-engage with customers and find out more about their experiences and preferences once they have completed a purchase.
- Offer Engaging Experiences to Deepen Emotional Connections
Enable interaction on product packaging via a QR code. Connect immediately to exclusive content, offering an opportunity to collect information.
- Leverage Packaging to Drive Interaction & Data Capture
Create a virtual world around your product, driving consumer engagement and linking to data collection opportunities.
- Digitise Elements of Product Use to Enrich Data Collection
Introduce a digital element to your product usage to both enhance the user experience and offer data collection opportunities.
- Reward Your Customers with a Loyalty Program
Build a long-term consumer relationship with a holistic loyalty program encompassing offers, rewards and content in exchange for more detailed information.
We must remember that all consumer touchpoints are an opportunity to deliver value and collect consented first-party data.