Marketers can no longer rely on third-party data to power their customer engagement strategies due to privacy-first initiatives like Google phasing out third-party cookie tracking and Apple allowing users to opt out of being tracked by advertisers. Instead, marketers have the opportunity to ethically and transparently collect self-reported, zero-party data directly from consumers with Experiences. An Experience leverages the “value exchange economy.” Brands offer their consumers something desirable– like a chance to win big, a special coupon, or an opportunity to receive VIP treatment– in exchange for that customer’s personal data– which can be PII data, or even preference and psychographic data. This data helps marketers build stronger relationships by fueling robust segmentation and hyper-personalization to forge lasting relationships that lead to long term loyal customers.
A sneak peak inside:
- Discovery’s HGTV Dream Home Giveaway – Learn how Discovery used sweepstakes to collect 110M first-party data records and marketing opt-ins.
- Hill Pet’s Food Finder Tool – Hill’s Pets engaged their customer’s beyond the transaction with an interactive quiz to learn more about their pets.
- PepsiCo’s co-promotion campaigns – PepsiCo expanded their marketable database using cross promotion and seamlessly cloned the campaign across 10 markets.