dog tangled up in yarn
PHOTO: Ryan

Our collective digital ecosystem, and the ongoing privacy and brand safety tangle, is a lot like theM&M的巧克力棒商业。You know, the one where, stranded inside a chocolate bar, a few M&M's seek therapy to express that they feel stuck. In response, the therapist explains the obvious: “you are stuck!”

That statement sums up the current marketing landscape. The only way to get unstuck is to acknowledge that we got here because of insufficient data collection practices and disrespecting user data ownership rights. The associated brand safety issues that stem from the broken data collection dynamics are just the latest symptoms of what ails us. But the great news is, we can heal ourselves if we move from third-party data to zero and first-party data.

Understanding the Difference in Data Sources

Marketers often want data, and digital operations teams wish only for clean and non-duplicative data. But there is a real difference in the types of data, something we have neglected over the past decade or so. The first step to getting unstuck is to understand the different types of data that you have.

  • Zero-party data或者与消费者附近的数据是数据用户愿意与您的组织直接分享以换取某些福利。例如,牙医可以方便地提醒患者即将到来的预约,通过短信患者的手机,因为它比接收电话更方便。
  • 第一方数据是通常分层的信息集在零方数据之上,例如从网站或移动应用程序收集的用户数据行为信息。例如,移动应用灯座可以收集用户位置数据,允许组织理解消费者的地理使用区域和相关的时区,从而使Restaurant提供的目标更容易。
  • Second-party datais first-party data that an organization buys or obtains from another party. For example, when a webinar is sponsored, the webinar organizer delivers to the sponsor participating user data, usually for a fee.
  • 第三方数据是过去几年来制作头条新闻的人,是我们进入这个纠结的混乱最重要的贡献因素。第三方数据是由与消费者没有关系的组织收集和销售的信息。For example, Facebook ads are served to a consumer because an organization provides demographics of the target user (e.g., female, 25-30, single, renter, metro Chicago area), and Facebook connects to serve up an advertisement in the context of the social media platform.

从历史上看,由于第三方数据的数量和覆盖范围,大多是由大型技术和广告商推动的庞大速度和达到的兴趣和行为,易于扩展受众,并更加深刻地洞察力。这是我们集体所困扰的地方:使用第三方数据相对容易和强大,特别是与第一方数据组合时。然而,与其他不健康的关系一样,这种组合是有害的,因为它并不依赖于个人数据收集,共享和用于个性化数字体验的消费者同意。

Richard Jones, CMO of Cheetah Digital, puts it this way:

“Solving the privacy vs. personalization paradox is the most critical long-term consideration that brand marketers have today. The ramifications of not addressing this issue will be felt for many years. And the answer is not as complex as one might think. “

我们出于现有纠缠的路径是开始使用零或第一方数据。这样做不仅使得市场更容易销售并销售给拥有自我选择或预先获得产品或服务的人的个人。虽然在您需要时间和专业知识时,它更具挑战性的收集工作,但一旦您到达零和一方数据,您的工作相对容易。

Related Article:Will There Still Be Marketing After GDPR?

零奖励

猎豹数字委托全球res的一块earch with eConsultancy in March 2020, which demonstrated that 55% of consumers would happily share data directly to a brand in return for value. Moreover, users are happy to get personalized messages, ads and services when they explicitly give their permission. So the key is to turn the unknown consumer into known by collecting opt-ins and then profiling consumers by collecting zero party data, which powers responsive advertising and engagement.

业务切换到驱动个性化OFF零和第一方数据的策略以转换结果。据琼斯介绍,纯射箭集团是一种采取这种方法的品牌,并看到了巨大的结果。三年前,company switched to a zero-party data strategy那which resulted in the brand climbing from number five in the US market to number one.

营销方法呼吁创建一百万射箭风扇数据库,主要由与竞争对手汇合的个人组成。了解哪些竞争对手产品的用户正在购买和收集有关用户所喜欢的一方信息,现在可以通过针对成员态度,欲望和动机的目标广告系列为新产品准备新产品来定位用户。。具体数据允许纯射箭营销团队发电广告和直接营销,从而推动销售。通过可靠数据的高度有针对性的用户参与方法导致从零方数据的广告有效性广告增加了500%。

The moral of the Pure Archery Group story is that any brand can and should move on from personalized ads based on third-party cookie data to zero- and first-party data.The days of marketers not needing to know who their customers are and just relying on Facebook and their data partners is over. Building direct relationships with customers carries the added benefit ofmoving an organization away from GDPR and CCPA worries and into a space where marketers can be innovative and free to create and engage.

Getting unstuck from the current process can allow all of us to increase loyalty, decrease social advertising costs, improve brand safety, and increase returns on marketing investment.

消费者态度的eVeolution
照片:图1:来源:eConsultancy Research,3月20日。

Conclusion

正如您开始最终确定您的消费者参与策略和预算的2021年,专注于让您的消费者从Facebook和Instagram等平台上脱颖而出,并进入您的直接渠道。这样做将允许您收集零方数据并将其与您的第一方数据相结合。你也会领先于曲线,如Forrester predicts zero-party data investments由于隐私问题将继续推动消费者行为,将在未来一年增加。

回到基于许可营销普林西普les will allow you to get unstuck, regain consumer trust through principled marketing, and create a trove of reliable data to sustain user loyalty for years to come.