Zero-Party Data Marketing
Personalizing Your Ads & Marketing with Zero-Party Data
Ben Parr
The Problem
Brands have been building their business on top of rented relationships
Problem #1
Brands have been building their business on top of rented relationships
Problem #1
Apple has recently made a change that has completely destroyed the way you were used to doing business
Problem #2
Prospecting ads
Track behavior with a Facebook Pixel
Retargeting Ads
No contact info
Facebook owns this relationship
iPhone users have to give Facebook permission to track them
then you can’t show them retargeting ads
If someone says they don't want Facebook to be able to track them
Cookiepocalypse!!!
Your ad conversion rates have already dropped or will drop
Retargeting ads based on third-party data are going away
Brands must directly collect data
What This Means
now
Step #1 Stop relying on ads powered primarily by third-party data (rented relationships)
Stop relying on ads powered primarily by third-party data (rented relationships)
Step #1
Focus on building your own relationships and getting to know site visitors (real relationships)
Step #2
Third-Party Data
First-Party Data
Zero-Party Data Data customers directly volunteer to you (e.g. quizzes, surveys)
Build Your Own Relationships with Site Visitors
Build Your Own Relationships with Site Visitors
Email address or phone number
1. Get contact information from site visitors
Build Your Own Relationships with Site Visitors
Email address or phone number
1. Get contact information from site visitors
Concerns, preferences, interests, etc.
Build Your Own Relationships with Site Visitors
Email address or phone number
1. Get contact information from site visitors
Concerns, preferences, interests, etc.
2. Learn about site visitors
3. Ask the right questions Ask site visitors questions that help you build a long-term relationship
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But pop-ups haven’t changed in a decade
Pop-ups have historically been the best way to convert site visitors to contact information
How brands are currently using pop-ups
How brands are currently using pop-ups
2.5-5% of customers submit their email address
No targetable data
Pop-ups Convert
50% who answer a question, opt-in with email
Conversational Pop-ups Convert
15-20% of customers answer a question
50% who answer a question, opt-in with email
10-30% who submit email, complete a purchase
Conversational Pop-ups Convert
4-6X increase in initial
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Product Quizzes Connect Customers With Advice, Recommendations, and Guidance
Product Quizzes identify the customer’s buyer profile and match them with the right products
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Personalizing Your Marketing with Zero-Party Data
Personalize your remarketing using quiz data on your ads, email, Messenger, SMS & more
Ads Email
Messenger & SMS
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Build a Buyer Profile with Zero-Party Data
The Buyer Profile is the sum of the buying information you have on each
customer.
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Target profitable segments with future sales and promos
Inform decisions on which products to feature
Create precise campaigns that target each profile with personalized messaging
Frame Your Message & Build the Relationship with Zero-Party Data
Use Zero-Party Data to Track Buying Signals
Completed a Quiz
Use these buying signals to choose who you retarget
Get the Complete Zero-Party Data Marketing Playbook
OctaneAI.com/Playbook
ben@octaneai.com