Learn how to collect and activate rich actionable data to deliver the right message at the right time.
Some things are hard to let go – like a love of cookies (the web kind). Our panel of experts unpack the strategies you can adopt to drive organic growth while reducing dependence on third-party data.
You’ll discover:
Mannie Frances, Senior Director of Customer Success at Blueshift:
Welcome to the final session of the Engage Conference. We’re closing out with a powerful topic—first-party data. Even though it’s foundational, it’s the fuel that keeps the modern marketing flywheel in motion.
Nick Chappell, Product Owner at 14 West:
Think of data in two ways:
Here’s a real example: my dog sat on my remote and Netflix started serving teen drama recommendations. That’s what happens when you rely too heavily on implied behavior.
Tim Shuvaloff, Chief Analytics Officer at DFO Global:
The reason first-party data matters? It directly impacts revenue. With it, we can:
Craig Schinn, Co-Founder at Actable:
At Actable, we help companies break down data silos and apply first-party insights across all channels. Tools like Blueshift make it easier to unify data and enable personalization at scale.
Mannie Frances:
Legacy tactics like batch-and-blast are gone. Modern marketing requires relevance and trust.
Nick Chappell:
It’s not just about collecting data anymore. Respectful, transparent data collection wins trust. Privacy laws like CCPA and GDPR have forced better behavior—but many brands started this shift voluntarily.
Tim Shuvaloff:
Ask yourself: are we collecting data we’ll actually use? Data storage and analysis are costly. Focus on the actionable.
Tim Shuvaloff:
At DFO, we sort users into three groups:
The goal is to move users into the third group using predictive and prescriptive personalization.
Nick Chappell:
We personalize based on user content engagement—whether they’re interested in retirement strategies or trending stocks. With Blueshift’s catalog studio, we can deliver truly tailored content.
Craig Schinn:
Today’s marketers must orchestrate across:
Tim Shuvaloff:
Centralizing data is essential. Our data used to be scattered across Facebook, Snapchat, TikTok, and Google. Once we unified it, personalization became seamless.
Nick Chappell:
We overhauled our data model to fit Blueshift. This shift enabled us to go from batch-and-blast to sophisticated, omnichannel engagement.
Craig Schinn:
Transformation starts with:
Tim Shuvaloff:
We map ideas using a feasibility vs. value matrix to find low-effort, high-impact wins. For instance, collecting phone numbers unlocked SMS as a high-performing channel.
Nick Chappell:
One of our easiest wins was standardizing content taxonomy. It was a small change that opened big opportunities.
Craig Schinn:
Compliance starts with education. Invest in:
Tim Shuvaloff:
Security is part of compliance. Run third-party data audits regularly. Think like Apple: anticipate privacy changes instead of reacting to them.
Nick Chappell:
Transparency will only become more important. As we approach Web3 and the metaverse, user expectations will rise. Build trust now.
Craig: Create cross-functional teams to own the full customer data experience.
Tim: Ask the right questions—if you’re not using it, don’t collect it.
Nick: Keep testing. Every experiment makes your strategy stronger.
Mannie: You already have the data. It’s time to activate it.