Name: Zero-Party Data: The What, Why and How to Use it Effectively
Start: 2023-01-23T18:00:00Z
End: 2023-01-23T18:00:29.000Z
Location: BrightTALK

Marigold is a global pioneer in Relationship Marketing, providing tailored, industry-specific martech solutions to over 40,000 businesses around the world. With Campaign Monitor, Cheetah Digital, Emma, Sailthru, Selligent, and Vuture under one roof, Marigold delivers the technology and expertise marketers need to grow relationships, grow revenue, and ultimately grow their businesses. Find out more at MeetMarigold.com

Affectionately nicknamed “Britain’s Martha Stewart”, Chrissie Rucker founded The White Company as a 12-page mail order catalog 27 years ago. Fast forward two decades later to one of the UK’s most successful multi-category retailers with 60 stores and a thriving ecommerce business. Revenue was at an all time high during the pandemic, with much of the increase attributed to The White Company’s engagement strategy rooted in ‘incrementality’.

Join us for an informative session with Nick Wilcox, head of CRM and Performance Marketing at The White Company who explains how the theory of incrementality and rigorous A/B testing are put into practice for every campaign. 

Learn how The White Company leverages personalization, automated trigger journeys and how they are creating interactive experiences for shoppers as the next level in relationship marketing.

Takeaways:

- The White Company adheres to incrementality: if there are no incremental upticks in revenue, then the marketing campaign needs to be reevaluated. The brand estimates that one correctly-customized welcome series can generate more than $500,000 in additional revenue.

- Real time engagement tools like video and countdown clocks are working. The White Company plans on investing more in these tools as they enter the holiday sales season.

- Automated trigger journeys like welcome series and abandoned cart messaging have reduced The White Company’s reliance on promotions and discounting, which help maintain the brand’s image as an upscale retailer.

How "Incrementality" Led The White Company to a 21% Increase in Profits

When it comes to walking the line between personalization and creepy marketing, Forrester Analyst Stephanie Liu is the expert. Stephanie specializes in marketing and privacy, and a focus on the balance between privacy, trust and consumer expectations. In this session, she’ll explore how the death of the cookie, otherwise known as data deprecation, will disrupt how many marketers operate – and how zero-party data is the solution many marketers are looking for.

Takeaways:

1. Four forces of data deprecation are drastically limiting marketers' access to consumer data.
2. Zero-party data can help marketers personalize without being creepy -- if they use it strategically.
3. The key to zero-party data is how you collect it: transparently and in exchange for a value or benefit.

More Than a Product Quiz: Zero-Party Data Across the Customer Lifecycle

Brands as large as PepsiCo aim to collect as much consumer data as possible and then scale that across their brands to deliver exceptional experiences. Seamlessly activating that data is hard, and technology is only part of the solution. 

Learn how Chris Muscutt, Marketing Technology Lead at PepsiCo, views this challenge and why progressive profiling consumers to enhance their experience is key. 

Takeaways:

1. What is the value of a given data point and can you make a business case to collect it?
2. How does technology help provide seamless experiences across brands
3. What does the future hold for enterprise brands that engage across global events?

The Power of Progressive Profiling and Scaling Customer Data Across Brands

As one of Europe’s most notable gift-giving services, Smartbox had the unique challenge of having three different audience groups: buyers, beneficiaries and prospects. Buyers usually visit the site once or twice a year. So the key was to convert beneficiaries and prospects into returning customers. 

Join us for this informative session on how Smartbox utilized Cheetah Experiences to learn more about their audiences and get them to spend more time on the website. With seasonally-themed spin-to-win games, contests and advent calendars designed to entice visitors to return daily, Smartbox has doubled the size of their active audience group in less than a year. 

Takeaways:

1. Smartbox has seen their actively engaged audiences, those who have visited the website within the last three months, grow by more than 800K in the last year.

2. Smartbox maintains consistent connections with beneficiaries and boasts a database of over 16MM names.

3. Smartbox nurtures the relationship with prospects through thoughtful content like personalized newsletters that translates to more than 50% of these groups as highly engaged site visitors.

How Smartbox Engaged and Delighted Their Audience with Cheetah Experiences

Investing in a relationship marketing solution can provide a world of value, including a decrease in marketing spend, an increase in labor efficiency as well as a positive impact to top line revenue.

Constellation Research is a Silicon Valley research firm that evaluates marketing technology and the impact on the brands that are focused on relationship marketing solutions.

Join Ray Wang, CEO of Constellation Research and Tim Glomb from CM Group to learn:

Takeaways:
1. Why brands focused on prioritizing relationships will win the day
2. How agile technology allows you to meet the customer where they are
3. Actual stats and lift in revenue figures derived from a relationship marketing approach

The ROI on Relationship Marketing: An Analyst POV

The CDP Institute was founded in 2016 but the idea was born when David Raab noticed a number of new marketing applications that included features to assemble a unified customer database from multiple sources.

Fast forward til today and Customer Data Platforms have taken on a slew of different meanings. But what can they provide, specifically beyond just being data warehouses?

Bryan Finfrock, Product Marketing at CM Group, joins CDP Institute founder David Raab to discuss, and also define what a 'true CDP' means.

Takeaways:
1. Customer data only delivers value when it’s activated
2. Activation depends on unified customer profiles
3. CDPs simplify the challenge of building unified profiles
4. For greatest success, plan activation from the start of your CDP project

What Can You Do with a CDP?

With over 30 million football fans in England, The Football Association has plenty of potential fans to excite, engage and educate.

Currently their database is growing at about one million emails per year - in part by using Cheetah's platform to promote and publish competitions, offers, and registrations. Through the power of a value exchange - the heart of Relationship Marketing - the Football Association is offering fans access to once- in-a- lifetime experiences in exchange for zero-party data that will allow ongoing engagement and deeper personalization for fans. The result? Understanding fan interests and their favorite local teams leads to huge uplifts in email open rates, even just by personalizing subject lines based on the team someone supports.

Join us for a conversation at Wembley Stadium to learn more about their content strategy, how they're monetizing their database with their 27 commercial brand partners, and how they're growing the sport with young women at a grassroots level.

Takeaways:

1. Competitions and rewards are an incredible mechanism for customer acquisition.

2. Collecting zero-party data to create personalized customer engagement is CRUCIAL in a future, post-cookie world and drives higher email open rates.

3. CRM is at its best when it is transactional. Brand partners may all want different things but targeted relationships with specific aspects of an audience provides a mutually beneficial relationship for both fans and revenue.

How the English Football Association Engages Millions with Email

Finserv industries have seen some of the biggest digital transformations in recent years and consumer demands have changed the way they operate. Stats show that you need to adopt a customer-obsessed relationship marketing strategy to survive, and you most likely need to change your entire customer experience.

In this session we’ll help you understand the 4 stages of relationship marketing:
1. Acquiring new customers
2. Understanding them as individuals
3. Engaging across all channels
4. Retaining their business and fostering loyalty

We’ll show how our client, Kiwibank, is getting this process right and learning more about their target audience while engaging them in real-time to bring them closer to their products and offerings.

Also hear from the Cheetah Digital Strategic Services team who reveals some of the common solutions our clients are using to drive their business forward.  Understand what your peers are doing and what strategies and tactics can be implemented in your organization. 

This is part 1 of a 2 part series to help finserv organizations level up their customer experience and usher in a new way of doing business.

How to build better customer relationships from acquisition to retention

Starbucks has built an incredibly loyal customer base by taking a more human approach to its brand experience.  Their relationship marketing strategy is rooted deeply in personalizing every touchpoint, and across all 4 stages of the relationship marketing cycle.  With over 60% of all Starbucks orders being completely custom, they have mastered personalization at scale and customer engagement both in-store and online.

Barbara Spiering explains why your brand’s purpose must be driven by both the head and the heart, and why your technology should be seen simply as a tool that helps make every interaction with your audience more human.  She’ll also discuss how important it is to personalize everything you do, and how critical clean data and a strong platform are to executing successfully.  

We also discuss the importance of zero-party data, privacy and the future of women in technology.

The Personalization Strategy Behind Starbucks Relationship Marketing Efforts

Cheetah Digital’s 2022 Consumer Trends Index reveals the wants and needs of global consumers when considering the relationships they have with their favorite brands.  This webinar will reveal the latest consumer attitudes that are shaping the relationship marketing landscape as well as the key drivers for loyalty and retention marketing. This third edition of the index highlights growing trends year over year and will be discussed by Tim Glomb, VP Content at Cheetah Digital, Mark Johnson, CEO at Loyalty 360 along with commentary and insights from American Airlines, The North Face and Concentrix Catalyst.

- Get nearly 50 stats on what consumers expect from their favorite brands to build and retain their loyalty. 
- Understand the massive 110% year over year increase for the #1 request consumers have for their favorite brands.
- Learn how American Airlines increased revenue with their highest value loyalty customers via email.
- Hear how The North Face builds loyalty and personalization from the first touch.
- Concentrix Catalyst shares what new trends are driving loyalty with younger audiences.

Latest Consumer Trends To Inform Your Loyalty & Relationship Marketing Strategy

Winning customers through brand affinity and emotional connection is every brand’s dream.

Transactional relationships that are made up of points and rewards are not good enough in today’s world, you need to build 1:1 relationships and connect every point of engagement beyond just transactions.

It’s easy to say, but how do you actually do it?

Join Tim Glomb, VP of Content at Cheetah Digital, and Jodi Rausch, Managing Director of Integrated Loyalty Solutions at Concentrix Catalyst, as they reveal developing trends in the membership landscape that are turning one-off customers into brand ambassadors. 

You’ll leave this session with a better understanding of what’s next in loyalty, including:

- Thinking beyond traditional loyalty program structures
- Effectively using data to create personalized member experiences
- Features and benefits that deepen member engagement and retention

What It Takes to Win with Loyalty

Nick Einstein will host this session presented by Chris Marriott, CEO and Founder of Email Connect, highlighting how the modern ESP powers human connections in today’s cross-channel marketing landscape. Chris has years of experience helping connect Fortune 500 brands with enterprise marketing technology solutions and will share key insights for today’s enterprise marketer. Chris will help you redefine your expectations for cross-channel messaging platforms and laser in on what capabilities are must-haves in today's landscape. This is the future of ESPs as you know them.

How the Modern ESP Powers Human Connections

Loyalty can no longer be a discount program that sits as a silo; it has to be the heart of how your brand brings a value exchange to consumers in return for their data, engagement, and purchases over time. Register for this session and hear from leading loyalty marketers as they discuss how to make this happen, the different strategies involved, and real-world learnings from the front lines of customer loyalty.
 
Key Takeaways:

- How your loyalty program can be a part of a holistic customer engagement strategy
- Gaining organizational buy-in across your brand to support loyalty and engagement initiatives 
- Where to start and how brands are defining and measuring success when it comes to “Big L” customer loyalty

​​How Loyalty Can Drive a Customer Engagement Strategy

American Airlines is one of the world's largest airline carriers moving nearly 200 million passengers annually.  Email is a huge driver of revenue for the brand and they looked to increase revenue per customer while adding a deeper level of personalization based on individual customer preferences.  

The Cheetah Digital Strategic Services Team developed a strategy that utilized the Customer Engagement Suite to reach that goal. First, Cheetah Experiences was deployed to collect the ever important zero-party data, including psychographic information about how, when and where customers would plan to fly.  Those insights fed into Cheetah’s Journey Designer which put each customer on a unique email path that included hyper-personalized content and offers matching their needs.

They essentially moved from the typical ‘batch and blast’ email with a one-size-fits-all offer and delivered personalized, real-time offers based on known psychographic data declared directly from the customer.  This led to increased open rates, a lift in engagement scores and ultimately a lift in revenue per member.

In this session we’ll discuss this strategy, the mechanics and the results with Erin Lomers, Senior Manager in the Marketing Comms Planning & Owned Channels at American Airlines.  This is a must-attend event for anyone looking to unlock the power of zero-party data and lift revenue using personalization in any marketing channel.

American Airlines: How Personalization = Increased Revenue

Join Ian Dewar, Global Director Consumer Analytics at VF Corp, as he leads a visual session showing how they use consumer data driven by Cheetah Loyalty to build customer profiles and behavioral predictions. 

Many customers of Vans, The North Face and Kipling are huge fans of the core product like Vans Old Skool shoes, The North Face Nuptse jackets or Kipling Laptop backpacks. But helping our customers discover the products they use every day and didn’t know we make is key to building Customer Lifetime Value and maximizing opportunity to build customer loyalty.

How VF Corp Uses Data to Build Customer Profiles and Behavioral Predictions

Zero-party data is the rocket fuel for any organization’s personalization efforts and relationship marketing strategies must have a strong zero-party data acquisition and activation element if they want to succeed. 

In this session we will explore CM Group’s Experiences platform which has been identified by global analysts to be one of the most secure and scalable zero-party data tools available to brands.

Learn the what, why, how and where to activate your audiences via a value exchange by implementing surveys, sweepstakes and other digital engagements to gather critical psychographic information to deliver personalization across all of your marketing channels. 

See how brands of all sizes and industries are executing effectively and driving revenue from their efforts.

Takeaways:

1. See how brands such as Pepsi, American Airlines and Colgate are activating Experiences
2. Learn which types of zero-party data are most effective for differentiated personalization campaigns
3. Understand the core principles of a value exchange and why this is critical for your audience

Zero-Party Data: The What, Why and How to Use it Effectively

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Zero-Party Data: The What, Why and How to Use it Effectively

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