Practical Ways of Getting More First-Party Data
The Preference Center
The time is now to dust off your outdated Preference Center. As this is often one of the first things a new prospect will engage in with your brand, ask yourself – “what is this experience like? Is our Preference Center easy to use and to navigate? Have we requested permission to market across channel? Does it allow customers to opt down instead of out? Most importantly, are we capturing data that we can then use to start segmenting prospects and customers with?”
This is not just about capturing channel preferences and getting permissions; ask what your customers or prospects are interested in and when they would be interested in it.
Combine Preference Center and Online Analytics
So now you have overhauled your Preference Center – what is the next step? Compare the inferred data that you have captured in your Preference Center with the real-life actions that a customer or prospect has taken online. By understanding and scoring or qualifying the actual web behavior of individuals as they interact with you online, you can automatically adjust your campaigns to be more relevant and personalized.
Integrate to Automate
Personalization is hard and is made even harder by too many manual processes and ever-increasing compliance requirements. It is vital to build processes that will automate the flow of data and transformation from existing and third-party datasets to your outward facing communication platforms. These processes also need to also be automated for all returning data so that reporting and next best actions can be seamless and expedited.
Leverage Data to Increase Personalization
Don’t use more staff to increase marketing personalization. Rather, leverage the automated data collection processes and customer journeys to do this for you. By combining Preference Center data with data captured from online analytics, customer journeys can be built in advance of an action so that whatever the outcome, an engaging and relevant message can be executed.
How We Would Go About This
There are a variety of different technologies available that can greatly leverage first-party data. Celerity are experts in Adobe Campaign. From experience, utilizing this platform is one of the ways that we have achieved this for our customers. Building the Preference Center in Adobe Campaign has allowed the data to be made easily available for databases and applications up- and down-stream. By integrating Adobe Campaign to Adobe or Google Analytics, web behavior can automatically be included in Adobe Campaign’s Interaction module. This facilitates automated communications to be sent based on scoring real-life web applications. While this data can be reported on within Adobe Campaign, many customers use the open API nature of Adobe Campaign to send data to Tableau or Microsoft BI. Typically, Celerity sees an 80% increase in automated campaigns with a 300% increase in campaign personalization over a period of 3 years when using Adobe Campaign for campaign automation.
Don’t hesitate to reach out to have a conversation if you would like to learn more!