Next week, we’re kicking off the Acquisition and Enrichment week of Signals 20 and it is going to rock. All week we’ll focus on strategies, tactics, and technology that enable marketers across business verticals to grow their first-party data assets and enrich customer profiles with valuable zero-party data (the data individuals willingly and knowingly share with a brand).
Hear from zero-party data pioneers
The topic has been a hot one since Fatemah Khatibloo coined the term "zero-party data" several years ago, but accelerated digital transformation brought on by the COVID-19 pandemic, combined with the death of the third-party cookie, have made the topic of acquisition and enrichment more critical today than ever before.
The coronavirus has upended daily life for consumers and businesses across the globe and drastically impacted buying patterns and behaviors — retailers in many sectors are realizing double- and triple-digit increases in online sales during COVID-19. This move online is coming at a time when reaching targeted audiences online with relevant messaging through traditional advertising technology has become nearly impossible due to the deprioritization of third-party cookies by all major browsers.
These forces are putting a spotlight on the value of first- and zero-party data specifically and showcasing that brands and marketers with a solid zero-party data strategy are much better positioned to efficiently deliver exceptional customer experiences than those who rely solely upon observed or inferred data. Next week we will be unpacking how and why.
The Signals 20 lineup for week two
First, we’ll be featuring two rockstar analysts from Forrester to set the stage for the week. Fatemeh Khatibloo herself will kick things off in a conversation with Richard Jones on The Colliding Worlds of Privacy & Personalization. Richard and Fatehmeh will explore the forces that have driven the increased importance of zero-party data and discuss how marketers should be navigating privacy, trust, and ethical data use in today’s environment. Then Stephanie Liu will provide inspiration for your own zero-party campaigns as she showcases her latest Forrester research on the topic from Q3 2020 in An Illustrated Guide to Collecting Zero-Party Data. Mark your calendars now.
Next, we will travel to the forests of rural Oregon for a treetop discussion with Jeff Suiter, the Director of Marketing for Pure Archery Group. Jeff brings to life the story of how their seven brands grew a successful direct-to-consumer business by putting first- and zero-party data at the center of their strategy. We’ll explore how they drove significant revenue while their competitors were stalled during COVID-19 lockdowns and why they get over a 5x lift in advertising engagement using their zero-party data. Come to the session Client Success: Zero-Party Data Win with Pure Archery Group with questions in the quiver; Jeff will be live to answer.
We’re wrapping up the week with a big day on Thursday. Nick Watson and I will open our session, Tips From the Experts: Cheetah Experiences — Exploring the Top 5 Programs of 2020, by focusing on five key strategies and tactics to employ when launching, growing, and optimizing zero-party data programs. We’ll give practical advice and explore how some of the world’s top brands acquire and enrich their data through the Cheetah Customer Engagement Suite.
Julian Bracey-Davis will then take over for a deep-dive discussions with marketers in the sports and media verticals to learn more about enhancing digital fan engagement and winning with zero-party data in Enhancing Digital Fan Engagement: Sports & Media Marketers For the Win. You will certainly not want to miss Thursday, so register now, but rest assured that all the content from Signals 20 is available on-demand (and if you missed anything from last week, I highly suggest you check it out).
Wishing everyone a restful one this week - next week is going to rock.
Check out the Signals 20 agenda and register now.
Nick is Senior Director of Product Marketing at Cheetah Digital where he evaluates new growth opportunities for the Customer Engagement Suite roadmap, presents thought leadership at industry events, and leads cross-functional teams for product launches and market announcements. Before joining Cheetah Digital, he served for five years as Chief Research Officer and Principal Analyst at The Relevancy Group. Nick earned his BA from Kenyon College, MBA from The University of Washington, and lives in Seattle with his wife and three daughters.