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.

 

Interactive experience = BA gaining £16,256,000!

Interactive marketing is vital for all types of businesses. Below will display how our interactive experience boosted our client British Airways in today’s case study!

British Airways (BA) is the largest airline in the United Kingdom. Earlier this year, BA partnered with Comic Relief to create their ‘Flying Start’ campaign. British Airways want to help give children in the communities which they fly to have a brighter future.

British Airways needed an interactive platform where customers could engage with their campaign and decide how their £200,000 bursary should be distributed across the UK and international charities.

The four categories were: Domestic and gender-based violence; Homelessness and street children; Employability and education using sport; and HIV and AIDS.

Participants watched a video for each category, detailing its importance to help them make their decision. After this, they chose the category they thought most needed BA’s help.

The final screen thanked participants for voting and gave them the opportunity to donate to Flying Start. So far, British Airways have raised £16,256,000.

Objectives:
Customer insight and engagement
Increase donations

Solutions:
Interactive survey
Triggered email notifications

Results:
Customer insight
Positive brand image
£16,256,000 in donations

Interested to know what ODICCI can do for you?

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What is Zero-party data?

What is Zero-party data?

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. 

Related Blogs:
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Interactive Customer Profiler

10 interactive Summer experiences

Summer goes hand in hand with fun times for many reasons. This often the time people spend on holidays and online shopping tends to slow down in the summertime whilst people are travelling and enjoying outdoor fun.

According to Forbes most e-commerce stores, summertime means lower revenues, with gross sales dropping by 30% from top sales months like December. It is important to stay ahead of the competition to sustain business growth.

10 interactive experiences that will boost engagement

Smash the weather

The smash experience is popular for your audience. It allows your audience to get tips, or just see your products from a new perspective. Watching your products in action can help them make more educated decisions.

The Wheel of Fortune (Summer)

The Wheel of Fortune is an excellent way to grab your audience attention. The experience allows lead capture, improve conversations and create an emotional connection.

The sunshine Quiz

The quiz is a lovely way to build a relationship with your audience. The audience plays for points, and a leaderboard shows everyone who is in the lead. With fun elements attached to the experience, your brand stands out.

Summer Profiler

This experience provides valuable insights from your audience. It gives a deeper understanding of their preferences. This fits with the general idea of the profiler and led to a very strong conversion rate for your brand.

Peel to Reveal Summer

The experience allows you to interact with your audience in a fun and exciting manner. Thinking outside of the box makes you stand out and drive more revenue.

Gift Finder

The experience is an excellent way to draw new subscribers and turn them into consumers. The experience helps to make it more memorable and more engaging.

Summer swipe

The experience generates a demand for your products by adding gamification elements to your content and sweepstakes. Show off your latest products and discounts to keep your audience excited and informed.

Memory sunshine game

One of the best ways to reinforce new information is to give people the opportunity to use that information in some way. The audience will be able to differentiate your products from the competitors.

Sunny PinBall

The experience is pure fun for your audience. The lights flash, bells ding, and bumpers thump as the points rack up making it easy to focus on the game and lose track of everything else.

Summer Selfie Experience

This experience allows you can encourage your visitors to utilise your product. Create a photo contest in which your visitors will share the photo of their makeup.

Related Blog Post:

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Payday Emails to Boost Engagement

Find out how you maximise your payday emails with interactive experiences.

Payday is a joyous word, the occasion evokes emotions of joy, excitement and relief for many. How should you adapt your marketing strategies to suit the monthly financial refuel?

According to research, 33% of consumers spend more around their payday. This is an opportune moment to deliver personalised communications to your customers.

We can categorically say that if you are selling to consumers, then payday, or the run-up to it, should be your definite day.

That doesn’t mean other days in the month aren’t profitable too, but payday is one you cannot afford to miss!

Paperchase rewards their members with a payday perk over a four-month period. as a brand, they wanted to change things up. Paperchase used the odicci ‘spin the wheel’ experience to boost engagement.

To conclude this resulted in an increase of 109% CTR (Click-through rate)!

Sorcha Lynch who looks after the online marketing for Paperchase commented

“ We’ve been working with odicci for a number of years now and it was an obvious choice to use an odicci experience for our payday campaigns and we are pleased with the results we have seen”

Want to know more about odicci and how we can boost your marketing campaign, get in touch at  [email protected]

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