How to Win With First Party Data & Personalization Marketing

TL;DR:

• First-party data collection is essential for personalization marketing because it provides the insights needed to create tailored content and recommendations while adhering to data privacy regulations.
• With Jebbit, you can gather deep insights that will be instrumental in building out and refining your personalization efforts.
• Use a customer data platform (CDP) like BlueConic to unify data, create customer profiles, and perform audience segmentation.
• Once your data is properly organized and segmented, the BlueConic CDP makes it easy to collect and organize products and content so that you can launch personalization campaigns.
• After launching personalization campaigns, continue testing, optimizing, and gathering fresh first-party data to improve your campaigns over time.

Some of today’s biggest brands are relying on personalized marketing to build better customer relationships and drive up conversion rates. In fact, according to McKinsey, companies that excel at personalization not only convert more, they also generate 40% more revenue  on average.

So how are they doing it? While we may not have the inside scoop on a particular brand’s methodologies, we can show you how first-party data and personalization marketing work together. Below, we’ll outline the steps to get a data-driven personalization initiative up and running — and you’ll discover just how easy this process can be.

How First-Party Data & Personalization Marketing Work Together

First-party data and personalized marketing strategies are a match made in heaven. With first-party data, you can create personalized digital marketing campaigns that drive customer engagement and build loyalty. That’s because a first-party data strategy enables you to:

• Create accurate audience segments based on demographics, purchase history, browsing information, and other customer behaviors so that you can truly understand what motivates different groups.
• Enhance customer experiences with hyper-tailored marketing messages and product recommendations based on individual interests, which drives engagement.
• Enhance marketing campaign performance through relevant content that resonates and drives click-through rates and conversions.
• Ensure that you maintain compliance with data privacy and security regulations like the GDPR and CCPA by maintaining secure data stores containing accurate, relevant information.

5 Steps to Leverage First-Party Data for Personalized Marketing

With modern tools like machine learning and automation, it’s relatively easy to gather first-party data and use it to implement personalized marketing. Use the steps below as a guide to get you started.

1. Gather First-Party Data

Since data is what drives personalized marketing, you’ll need to gather a lot of it — and from across multiple channels. Make sure that your brand’s data collection encompasses marketing emails, website analytics tools, browsing behavior, mobile apps, social media, customer feedback, and more.

The conventional sources listed above are a great start — but to create truly relevant personalized experiences, you’ll need to go deeper and gather insights into customer needs and preferences. This is where a platform like Jebbit can help you. Through Jebbit, you can create interactive user experiences designed to not only engage customers but also to get the insights you’ll need to drive personalization. 

Here are some things that you can do with Jebbit:

• Create an interactive product finder that helps customers navigate your product lineup to discover must-have items. Along the way, you’ll gain insights into customer preferences.
• Build a post-purchase survey that asks users how they’re faring with their purchase, or to learn more about the specific customer journey each individual took before making a buying decision. This data helps you to understand how customers use your products, which can guide future recommendations for related products.
• Try personality quizzes that customers can share. This technique can help you build engagement and visibility while also revealing information about customers’ lifestyles and aspirations.

2. Unify Your Data

Data on its own won’t make personalization magically happen. The next step is to deploy a customer data platform (CDP) to aggregate all of your datasets from across touchpoints, then unify it into comprehensive customer profiles.

BlueConic is a great choice for a CDP that can help you unify your data. With the BlueConic CDP, you can import data not only from Jebbit but also from your website, mobile app, point of sale, and all the rest of the sources within your tech stack. 

From there, you can use automated tools to merge information under unique identifiers to build comprehensive profiles that give you insights into individual customers. This CDP also leverages machine learning for data hygiene, which ensures clean, accurate data that complies with privacy laws.

3. Segment Your Target Audience

In addition to creating customer profiles, it’s also beneficial to use your CDP to create audience segments too. This allows you to classify customers more broadly according to shared traits or behaviors so that you can create personalized content, recommendations, or special offers for larger groups.

In the BlueConic CDP, you can create multi-dimensional audience segments directly within the platform — and you don’t need to be a data scientist to do it. Simply use a single customer profile or a combination of profiles to create segments based on shared traits. As BlueConic imports fresh data points, the segments you’ve created will automatically update in real time, which allows for precise targeting.

4. Start Personalizing

With audience segments and customer profiles ready to go, you can begin the process of personalization. This is an automated process that you should be able to perform within your CDP. 

For example, in the BlueConic CDP, you can create Product and Content Collectors, which collect, organize, and store product information and content within the platform. Use customizable attributes to categorize content and products according to the things that matter most to your audience. 

As the BlueConic CDP gathers details about customer interactions, it can compare this data with your product and content offerings. This allows the platform to serve up personalized recommendations and content tailored to individual interests.

5. Measure Performance and Optimize

Launching your personalization campaigns isn’t the end of the process. The next — and ongoing — step is to measure campaign performance and continuously optimize. Here’s what you’ll need to do:

• Start new campaigns by A/B testing on a smaller scale before launching the campaign to a broader audience. This gives you the chance to work out any bugs in the process and refine your personalization marketing efforts prior to a full-scale launch.
• Track metrics and KPIs such as engagement rates, conversions, and customer retention to measure performance over time.
• Keep on gathering fresh first-party data that you can channel into audience segments and customer profiles. Accurate, up-to-date information will help you grow your understanding of your customer base so that you can continuously refine your personalization efforts.

Get Started with First Party Data & Personalization Marketing Today

First-party data and personalization marketing go hand in hand. With Jebbit, you can gather the type of data needed to drive personalization campaigns. Then you can go about unifying that data within the BlueConic CDP so that you can create accurate, real-time customer profiles and audience segments. These will help you leverage BlueConic’s personalization tools so that you can effortlessly launch campaigns featuring tailored content and recommendations.

Want to learn more about how Jebbit and BlueConic work together to drive personalization? Schedule a strategy call with a Jebbit Experience Expert for additional details.