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That’s the way the cookie crumbles

Closeup shot of sweet crunchy chocolate chip cookies lying on table with crumbles around

The vast majority of current web browsers now block third-party cookies or are on their way towards full blocks. This means that online advertisers and analytics firms cannot use browser cookie files anymore to track users as they visit different sites across the internet. The transition away from third-party cookies is causing brands to look at new ways to track visitor online behavior while also maintaining privacy.

First-Party remains

It should be noted that the move away from third-party cookies by the three major web browsers does not mean an end to cookies.

Thanks to Third-Party Cookies entities were able to collect information about consumers without having a direct relationship with them. Sources of third-party data include consumer data brokers, credit reporting agencies, ratings companies, and publicly available records. Most commonly, data vendors aggregate unrelated sources to compile third-party data sets.

First-party cookies, that are placed on a person’s browser when they visit a website owned by a primary company or organization, will still be in place.

Companies will be able to track visitor behavior in terms of where they entered the site, how long they stayed, pages visited, and where they exited. This remains a core and central part of any organization’s data gathering practice and helps them determine how their sites and product offerings should be configured.

Data Privacy Matters

Another major concern for marketers thinking about their data is privacy. Because third-party data comes from an entity without a direct relationship with consumers, it’s the single biggest offender, and it’s coming up more and more in light of the GDPR.

Companies have to obtain consent from consumers to contact them for marketing purposes, share or sell data to third parties, and for any uses that the consumer “would not reasonably expect.” Consent is a must for profiling and segmentation that uses personally identifiable information (PII), automated decision-making, and direct marketing.

In summary

The blocking of third-party cookies is coming, but it’s not completely here yet. The slow crawl to a complete phase-out may seem like a temporary reprieve. In the meantime, companies should devote themselves to building a more mature, robust, and accurate attribution methodology that takes into account the multiple ways customers engage with brands.

To power personalization brands need self-reported data, actively given by consumers. Third-party data won’t give you that as it is taken from publicly available sources and mostly inferred. The opportunity for brands is to engage and get to know their customers better and to build a declared data strategy.

Seasonal vs Always-On

Seasonality

Seasonality planning certainly changed for 2020 which challenged marketers to evolve their thinking, for example Valentine’s Day 2021 a single day dedicated to celebrating love will boost the UK economy by £650m according to the National Retail Federation, this year I suspect there will be a different message, perhaps date nights at home or Online, Self-Love, gifting to those that you’ve not been able to see for a while (Valentine’s Day with Odicci).

Seasonal campaigns will always be in a marketer’s tool kit – Why?….because they work!  However there is also an equal weight on the value of ‘Always-On’ for your customer marketing strategies, leveraging campaign automation around the customer journey. Which starts right at the beginning of the customer lifecycle.

  • How is the customer welcomed and what Zero-Party Data are you collecting?
  • What opportunity do you take to get to know them…remember this is where customer engagement levels will be at a high?
  • What can you do to speed up the first purchase opportunity in a personalised way?
  • At the other end of the spectrum, what tactics can you use to reactivate / re-engage a customer?

The benefits of setting up ‘Always-On’ experiences is that once set up, they simply continue to run, responding to customers at the right time, in the right way, not based on a season, based on your customers timing and behaviour.

Don’t forget about them…use the time saved to constantly review the results and optimise in line with a test and learn approach.

‘Always-On’ Experiences

Here are some ideas of ‘Always-On’ Experiences you can easily setup with the Odicci platform:

  • Swipe to enrich – an engaging way to collect zero party data right at the beginning of the relationship
  • Product Finders – a guided selling application to capture data and point your customers to the right product for them
  • Birthday Campaigns – once you have collected your customer’s date of Birth, set up a Birthday Trigger – treating them to something special in their basket
  • We Miss you – let’s face it, not everyone is going to engage all of the time, so why not introduce a ‘instant win’ mechanic to stimulate engagement

 

 

3 ways to enhance personalisation with Zero-Party Data

 

by Camilla Bass, Content Marketing Manager at FreshrelevanceFresh Relevance Logo

 

First-party data – such as actions a customer takes across your website – is the backbone of any good personalisation strategy. Packed full of behavioural insights and implied interest, it allows marketers to personalise the shopper’s experience across all stages of the customer journey. 

But if you want to enhance your personalisation with additional insights that first party data can’t provide, consider using zero-party data – the data which a customer intentionally and proactively shares with a brand. While first party data helps marketers infer a customer’s interests and preferences, zero-party data provides explicit information to add colour to customer profiles. 

Here are three ways to enhance your personalisation with zero-party data. 

1) Personalised marketing emails

If you’ve ever visited an eCommerce pet product retailer, you might have been asked to share information about your favourite animal, type of pet you own or your pet’s name. This is a prime example of zero-party data, information that can enrich a customer’s experience with that retailer. 

Let’s say your customer owns a labrador named Lucky, and they’ve shared this information when signing up for your email newsletter. You can use this data to enhance the personalisation of your newsletters. For example, you can catch their attention with a dynamic hero banner that pulls in an image of the relevant animal and breed, in this case a labrador, along with the pet’s name. This will help you resonate with your customer, build their confidence and keep them engaged with your brand. 

You can then use first party, real-time purchasing data to recommend bestsellers in your selection of labrador products. Including personalised product recommendations in email newsletters is proven to boost sales by up to 24%, making it a tactic worth adding to your marketing toolkit. 

2) Personalised coupons

Most of us have eagerly shared our date of birth with retailers, restaurants and brands in exchange for the promise of birthday discounts and treats. This information enables marketers to delight their customers each year by sending them a token of appreciation. And since birthday emails generate 342% higher revenue per email than promotional emails, the customer won’t be the only one celebrating. 

Marketers can boost the revenue-generating potential of birthdays by combining zero-party data with first party data. For example, try sending your customer a personalised coupon on their birthday to spend on their most frequently browsed or purchased product category. A targeted offer such as this is more likely to resonate with customers and lead to a conversion. 

Bonus tip: The most effective coupons follow customers from triggered and bulk emails to your website, and vice versa, to increase the exposure and redemption rate.

 

3) Personalised product recommendations

Many maternity and baby product retailers add the option for customers to share their due date while signing up for their newsletter. When combined with first party data such as frequently purchased or browsed products, this information can help marketers boost the effectiveness of their product recommendations. For example, before the due-date marketers can recommend maternity clothes in the customer’s most browsed brand, switching to baby products once the due date has passed.  

 

Recommending frequently browsed or purchased products is a great way to harness the power of familiarity, as customers tend to prefer items they have seen multiple times. Try using this recommendation type on the homepage to encourage shoppers to click through to your product pages. Displaying onsite personalised product recommendations is proven to boost sales by up to 12%

 

Final thoughts

By capturing consumer motivations, intentions, interests and preferences at scale, marketers can build upon first-party data to enhance their personalisation. Whether you’re new to zero-party data or you’ve been collecting customer insights for a while, these three personalisation ideas are guaranteed to provide your visitors with an experience that delights and converts. 

Feeling inspired? Download The Ultimate eCommerce CRO lookbook for 21 real-life eCommerce personalisation examples to help you increase your conversion rate.

 

Data capture enhanced Scribbler’s engagement!

Data capture is very vital for all types of businesses. let’s find out how Scribbler boosted their database and email list by 10x.

It was 1981, Margaret Thatcher has been in power for two excruciatingly long years already, Charles and Diana have just announced their engagement, Bucks Fizz has won the Eurovision Song contest and Scribbler has just been born!

There are 32 Scribbler stores across the UK that see thousands of customers every day, yet little customer information was gathered until the company partnered with ODICCI to create an offline-online campaign.

Previously, Scribbler used in-store sign-ups/forms requesting email addresses and information, which they had to manually type up themselves.

This was very time consuming and unengaging. So, how did Scribbler capture 10x more email addresses and increase their database by 50% in 4 months using ODICCI?

Scratch cards were distributed in-store along with receipts, if a participant scratched three pugs, they were a winner. To redeem their prize, winners went to the campaign micro-site and registered with their code from their card, and entered their email.

Scribbler is able to track all of the results from the campaign on the ODICCI dashboard in real-time and on a store-by-store basis.

Objectives:

  • Offline data capture
  • Increase registrations
  • Manual excel imports into CRM

Solutions:

  • Scratch card competition
  • Offline engagement > online registration
  • Direct integration into CRM
  • ESP integration

Results:

  • Customer engagement in 34 stores in the UK
  • +90.000 new email addresses in 6 months
  • One out of four customers participates
  • +93% of new email addresses
  • +70% of customers register outside of the store
  • 50% database increase in just 4 months

Related Blogs:
DATA CAPTURE BOOST CUSTOMER ENGAGEMENT BY 319%!
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Data capture boost customer engagement by 319%!


Data capture is a vital element for all businesses. Below we display how data capture boosted our client The Entertainers engagement by 319%.

The Entertainer originates in Amersham, Buckinghamshire, and is the UK’s largest independent toy retailer.

The popular brand has 124 stores and has loads of transactions happening every day. the company partnered with ODICCI to create an engaging offline-online campaign.

Want to know how we did it?

Customers scratched the card and revealed a unique code, which they then registered online with, along with their details to see if they had won. The second type of card had a unique number and no scratch. Again, customers registered online with their code to see if they had won.

The campaign was created with the incentive for the participation of a £250 gift card. Two types of cards were made and distributed in-store – the first type was a scratch card with a unique number.

We found that the cards containing a scratch had a significantly higher redemption rate than those without, and believe this is because of the increased engagement of reveal marketing. Email addresses are automatically verified and full opt-in.

At the end of this process, we added a second chance to win a £50 gift card by asking customers to give their feedback and enter their Net Promoter Score (NPS). This leads to an amazing 300% increase in customer feedback, allowing The Entertainer to better understand their customers.

Objectives

  • Million of transactions every year and no effective data capture process in place
  • Implement a fun and non-intrusive offline data capture concept
  • Easily add new stores to the data capture
  • Report and analyse results in real-time

Solutions:

  • Integration of transactional data
  • Profile capture and email verification
  • Scratch cards to reveal
  • In-store distribution tracking of cards using barcodes
  • Weekly reporting to stores

Results:

  • Feedback / surveys increased by 270% during trial and 319% during global implementation
  • Captured email address; receipt number and favourite store.
  • Excellent engagement from stores in the data capture process

Interested to know what ODICCI can do for you?

Related Blogs:
DATA CAPTURE BOOST MAKEPOSITIVE BY 100+ ENTRIES!
BOOST DATABASE AND SALES FOR MI&CO