Taking Advantage of First Party Data
New Research Findings
Stefan Tornquist, VP Research, EconsultancyKathy Menis, VP of Product Marketing, Signal
Our speakers
Stefan TornquistVP, ResearchEconsultancy
@SKTornquist
Kathy MenisVP, Product MarketingSignal
@KMenis
The study and some contextA look at the marketer study behind this talk
FindingsA look at top findings from our study of trends in data usage and best practice
Case Studies and QuestionsData-driven marketing in the real world and your questions
Today
The Study
• 302 Brands• Revenues $100MM+ (41% $1B+) • Director+ (VP/C-suite/Board 32%)• Broad range of industries• Minimum of 2 data categories, over 50% using all
three
What and how – data in context
/01
Our lens: the Leaders and the mainstream
36%
47%
8%
2%1% 6%
Strong positive impact
Some positive impact
No significant impact
Some negative impact
Strong negative impact
Cannot document
Impact of data-related marketing investments
The 3 data categories
Strong ROI Rest of Sample0%
20%
40%
60%
80%
100%
81%71%
77%
48%
61%56%
First party data (data your organization collects directly)Second party data (first-party data collected by trusted partners)Third party data (aggregated data from outside sources)
Usage of main data types
Behavioral data from third party sources
Customer data from third party sources
Behavioral data from our sites and campaigns
Demographic customer data from third party sources
Data about our customers from trusted partners
Customer information (CRM)
Transaction history
0% 20% 40% 60% 80%
27%
43%
39%
47%
48%
69%
69%
45%
51%
57%
63%
63%
67%
69%
Strong ROI Rest of Sample
The first-party opportunity/02
Sources for first-party data
Beacons
Call center data
Mobile web
Mobile applications
Email/SMS
Point of sale/offline CRM data
Website
0% 10% 20% 30% 40% 50% 60% 70% 80%
8%
46%
35%
41%
47%
63%
74%
23%
47%
60%
60%
61%
63%
70%
Strong ROI Rest of Sample
The best data for the job…
Highes
t lift a
mong o
ur da
ta so
urces
Easies
t fina
ncial
justi
ficati
on fo
r use
Highes
t incre
ase t
o our
custo
mer life
time v
alue
Greates
t insig
ht int
o our
custo
mers0%
25%
50%
75%
100%
62% 68% 64% 74%
30% 23% 31% 18%8% 9% 5% 8%
First party data Second party data Third party data
The data/capability connection
Programmatic buying of online display ads
Customer journey analysis
Marketing attribution
Audience segmentation
Content personalization on our sites and/or applications
Campaign targeting/analysis
34%
32%
42%
46%
44%
60%
40%
48%
59%
59%
60%
66%
Strong ROI Rest of Sample
Share of respondents with "Strong capability"
The quality challenge/03
The Quality Challenge
65%
55%
45%
35%
25%
Use
fuln
ess
of d
ata
(% re
porti
ng “h
ighl
y us
eful
”)
Accuracy of data (% reporting “highly accurate”)
25% 30% 35% 40% 45%
CRM1st party
behavioraldata
3rd partydemographic
data
3rd partybehavioral
data
2nd partycustomer
data
Transactionhistory
3rd partycustomer
data
The Quality Challenge
Lack of scale
Disparate applications and databases
Can’t act on data quickly enough – data decay
Getting an accurate digital identity in the post-cookie
Ad hoc approach – we’re not being measured and strategic
Availability/ability to collect data
Data quality
15%
29%
26%
16%
16%
31%
42%
16%
21%
25%
25%
30%
37%
47%
Strong ROI Rest of Sample
Looking ahead/04
Clear direction for first-party data
Increasing use of third-party data
Increasing use of second-party data
Increasing use of first-party data
0% 20% 40% 60% 80% 100%
23%
30%
49%
21%
30%
33%
32%
33%
18%
17%
4%
8%
3%
Strongly agree Agree Neutral Disagree Strongly disagree
Moving forward – lessons from the leaders
0%
10%
20%
30%
40%
50%45% 44%
37%40%
16% 16%11%
16%
Strong ROI Rest of Sample
Share of respondents citing "Strongly agree"
Success Stories/05
Organizing Around Data
Personalization
Real-Time Retargeting
WEBSITE
PROBLEM:• Can’t identify new members
in first 48 hours• Lost opportunity
SOLUTION:• Data integration• ID resolution -100%
authentication at login• Retarget while in market in
the moment
“Thanks to our partnership with Signal, Rue La La was able to increase customer conversions more than 10%. We accomplished this in short order using Signal Fuse, which gave us the
means to strategically leverage one of our most valuable assets –our customer data.”
Acquisition Marketing Manager, Rue La La
RETAILERS BRANDS
Rise of 2nd Party Ad Networks
Questions?/05
Questions / Answers
Stefan TornquistVP, ResearchEconsultancy
@SKTornquist
Kathy MenisVP, Product MarketingSignal
@KMenis
Thank you!