As the use of third-party data becomes less common and is even being deprecated by large players like Google, it’s important to use your own first-party data. For marketers, this can be a huge change in the way you view acquisition efforts and your overall marketing strategy. And although it may seem daunting at first, there are a few key ways you can make the most out of your business’ first-party data (that might be hiding right under your own nose) and create great customer experiences in the process.
1. Make data a top priority for your business
To pull data-driven marketing off, it’s important that your leadership and culture prioritizes data within decision making. This means, from beginning to end your marketing strategy is focused on using the data you have to make informed and intelligent decisions. The businesses that have exceeded revenue goals by +30% are collecting more types of data and using more channels.
If you’re interested in building a data-driven team from the ground up, check out our Chief Growth Officer, Josh Francia’s, blog on how he’s built out data-obsessed, cross-functional teams that continually drive growth.
2. Track all the data points you possibly can
After you’ve achieved buy-in from key leaders, the next step is to start tracking all your customers. You should be tracking every time they interact with your brand — across every device, no matter where they’re located. With traditional marketing and data systems, this can be nearly impossible to do. But, more intelligent platforms, built for 21st-century consumer expectations, have the capacity to track users constantly and attribute this data to established user profiles.
Consumers are leaving behind over 2 quintillion bytes of data each day, and a good chunk of that information goes unassigned. Luckily platforms like Blueshift can create Single Customer Views for any user, even those that are anonymous. We utilize multiple identity keys, including email addresses, customer IDs, cookies, device IDs, phone numbers, or any other custom identifier. Our Customer Data Activation Platform (CDAP) can still deliver recommendations or trigger 1:1 messages across channels for your stealthiest, non-email-sharing fans.
3. Optimize for conversion
Once you’ve established solid tracking practices, you can get to work on converting your anonymous customers into registered ones. Using data obtained from site browsing and engagement, Blueshift will send messages on the channel best for conversion, with messaging that hits home. It might be as simple as pushing ads through syndication at a customer’s frequent shopping hour.
Along with it falling out of favor, 3rd party data doesn’t guarantee you’re reaching your perfect-fit customers. And, you run the risk of breaking serious GDPR rules. With our CDAP in your toolkit and tapped in 1st party data, you’ll reach your anonymous customers with the best messaging to drive conversion.
4. Autonomously convert raw data into personalized messaging
With your newly identified users accounted for, you can now begin their full-fledged customer journey — no guesswork required. You have data from the very first touch to the most recent action, informing how, when, and what messaging your customer will receive. Blueshift automatically delivers 1:1 recommendations through our unique catalog ingestion process that’ll keep customers coming back for more.
Respecting customers, GDPR, and utilizing the wealth of 1st-party data you’re sitting on, is the sure-fire way to build a base of loyal, happy customers for years to come.
Ready to make the shift your first-party data strategy? Download our full Marketer vs. Martech study for more information on why the right technology is essential to your success, and reach out to the Blueshift team to see how we’ve helped leading brands make the shift too.
