First-party data is considered the most valuable data you can collect about an audience, and it becomes a powerful resource when tied to an activation campaign. It gives you specific details about your existing users and customers, and it's the key component of remarketing efforts.
Acquiring first-party data is an important facet of any successful marketing strategy. But with stricter privacy regulations and growing consumer concern about data collection, marketers need to get more creative about how they acquire it.
According to a recent study by Kelton, only 8% of consumers want brands to use social media likes and clickstream behaviour to identify them for a promotion or exclusive offer. The study also found that 13% want brands to use social information they willingly provide (e.g. birth date), and 17% want brands to use clickstream behaviour from the brand's website. In comparison, 40% prefer that information be collected at the time of a form submission on the brand's website. The takeaway: most consumers prefer consent-based marketing over third-party data tracking.
How can you acquire first-party data by engaging consumers?
Since the majority of consumers prefer to hand over personal data by opting-in to a promotion; online incentives and contests are a great way to drive submissions and collect important consumer data.
In this one-hour webinar, learn from Mike Mulligan, CSO of WILY, about how digital engagement tactics can help your brand acquire first-party data to deliver ongoing value, customized moments, and provide more relevant customer experiences.
A sneak peak at a selection of the slides!
Engagement Marketing Master Class: 3 Secrets for Acquiring First-Party Data
We’ll talk about:
- Acquiring and activating data with a platform-first approach
- Using incentives to capture data and engage audiences
- The benefits of leveraging gamification tactics
- Successful case studies
- Plus, so much more!
With:
Mike Mulligan, CGO, Wily Global Inc.
Mike is the CSO/Co-Founder of Wily Global Inc., a marketing technology company that leverages its’ proprietary SPRY technology platform to securely power consumer incentive and engagement programs for several North American leading brands and agencies.
