Customer Data Archives — ODICCI: The Zero-Party Data Platform

19 Nov 2020

3 ways to enhance personalisation with Zero-Party Data

Sticky Post By editorial team On 19/11/2020

by Camilla Bass, Content Marketing Manager at Freshrelevance

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.

28 Jul 2020

Sticky Post By editorial team Posted in Boost Engagement, Customer Data Permalink

Data capture enhanced Scribbler’s engagement!

Sticky Post By editorial team On 28/07/2020

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

28 Jul 2020

Sticky Post By editorial team Posted in Boost Engagement, Customer Data Permalink

Data capture boost customer engagement by 319%!

Sticky Post By editorial team On 28/07/2020

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?

24 Jul 2020

Sticky Post By editorial team Posted in Customer Data, Privacy & Legislation Permalink

What is Zero-party data?

Sticky Post By editorial team On 24/07/2020

All successful marketing begins with good data — because data drives personalisation, and personalisation drives conversion.

Types of data

Personalisation strategies have traditionally looked at three types of data to work out interests and intents of consumers.

These three well known types of data are:
> First-party data is any information that is collected through a direct relationship with a consumer.
> Second-party data is data that users are not giving directly, but that brands are obtaining through a direct relationship with another business.
> Third-party data is implicit, often outdated, collected by an entity that doesn’t have a direct relationship with consumers (for example cookies, browsing behaviour, credit score, …).

The problem is that a lot of it is based on inferred and observed data. And we know that assumptions are often wrong.

Another problem is data Privacy. Following large data breaches governments introduced tighter regulations. We know The General Data Protection Regulation (GDPR) here in Europe and more recently the California Consumer Privacy Act (CCPA) this year.

Following these events Forrester introduced the term zero-party data defined as follows:

“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context and how the individual wants the brand to recognize her.” – Forrester

Why is zero-party data hot?

As competition grows marketers face increasing pressure to deliver personal experiences to engage.

Zero-party data is considered the most accurate customer data to deliver personalisation at scale because it reflects on current consumer experiences and provides insight into consumer intent.

Marketers rather than relying on perceived or inferred information are directly asking consumers, who are intentionally and proactively sharing in return.

Zero-party data is based on concepts of privacy and value.

Consumers are open to share personal data with brands when they receive better experiences. Brands must in exchange be transparent about how they collect and use the data.

Creating engaging experiences that build trust in the way consumer data is used is the best way to drive true personalisation.

By taking the zero-party data path, marketers build direct relationships with consumers. As a result, marketers better personalise marketing communications and product recommendations.

Value exchange

When collecting zero-party data consumers need to be entertained, engaged, and receive something in return for their attention and personal data. Consumers provide zero-party data as a direct value exchange.

To motivate consumers to intentionally and proactively share their data marketers can use incentive mechanics such as instant wins, exclusive offers, coupons, gifts, loyalty points, …

Successful zero-party data collection is based on interactive conversations and enables consumers to create their own experience while interacting with the brand.

For marketers to succeed they need to create experiences led by inspiring design and empowered by data and technology.

Via interactive content (swipe survey, a personality test, game, playful poll or quiz) brands can collect zero-party data.

For example with a “tinderesque” swipe survey we helped Central England Co-Op collect preferences and interests from their audience.

Together with Paperchase we implemented interactive personality profilers to collect insights from their customers.

By putting consumers in control marketers activate trust and create the most effective way to collect interests, intents and preferences.

With zero-party data, you can identify your highest value customers, develop one-to-one personalisation and maximise lifetime value of your customers.

In summary

There is a general concern about data quality as inferred and observed data sources are not reliable.

A new type of data called zero-party data emerges. Data that is intentionally and proactively shared with a brand by consumers.

Thanks to zero-party data brands can increase customer satisfaction, improve loyalty, drive advocacy and generate revenue.

28 Sep 2017

Sticky Post By Jorge Fernandez Posted in Customer Data, Privacy & Legislation Permalink

GDPR – Do you know how this will impact you?

Sticky Post By Jorge Fernandez On 28/09/2017

With less than a year to go, on the 25th of May 2018, the General Data Protection Regulation (GDPR) will be enforced upon businesses collecting personal data. Failure to comply with the regulation could result in a huge fine of up to 20 million euros or 4% of annual turnover – whichever is highest. Ouch.

So, what exactly does GDPR mean?

GDPR means that businesses will have to integrate many changes. Some changes will be relatively small, like not using opt-out (pre-ticked) boxes to consent. Some changes will be larger, like giving the identity and contact details of the data controller, and in some cases, hiring a Data Protection Officer.

Some of the more general requirements of GDPR are to outline the purpose of the data collection, the legal grounds on which it operates, and specification of how long data will be held. The data collector must outline to the individual their right to erase or rectify their personal data and make clear to them their right to withdraw consent and to make a complaint.

Data controller: Decides how data is processed.
Data processor: Maintains records of personal data and processing activities.

The introduction of GDPR means that the top priorities for marketers should be: conduct impact assessments; give individuals more control of their data; and revision of data policies.