Taking Advantage of First Party Data

New Research Findings

Stefan Tornquist, VP Research, Econsultancy

Kathy Menis, VP of Product Marketing, Signal

Our speakers

Stefan TornquistVP, ResearchEconsultancy

@SKTornquist

Kathy MenisVP, Product MarketingSignal

@KMenis

The study and some context

A look at the marketer study behind this talk

Findings

A look at top findings from our study of trends in data usage and best practice

Case Studies and Questions

Data-driven marketing in the real world and your questions

Today

The Study

• 302 Brands

• Revenues $100MM+ (41% $1B+)

• Director+ (VP/C-suite/Board 32%)

• Broad range of industries

• Minimum of 2 data categories, over 50% using all

three

What and how – data in context

/01

Our lens: the Leaders and the mainstream

36%

47%

8%

2%1% 6%

Strong positive impact

Some positive impact

No significant impact

Some negative impact

Strong negative impact

Cannot document

Impact of data-related marketing investments

The 3 data categories

Strong ROI Rest of Sample0%

20%

40%

60%

80%

100%

81%71%

77%

48%

61%56%

First party data (data your organization collects directly)Second party data (first-party data collected by trusted partners)Third party data (aggregated data from outside sources)

Usage of main data types

Behavioral data from third party sources

Customer data from third party sources

Behavioral data from our sites and campaigns

Demographic customer data from third party sources

Data about our customers from trusted partners

Customer information (CRM)

Transaction history

0% 20% 40% 60% 80%

27%

43%

39%

47%

48%

69%

69%

45%

51%

57%

63%

63%

67%

69%

Strong ROI Rest of Sample

The first-party opportunity

/02

Sources for first-party data

Beacons

Call center data

Mobile web

Mobile applications

Email/SMS

Point of sale/offline CRM data

Website

0% 10% 20% 30% 40% 50% 60% 70% 80%

8%

46%

35%

41%

47%

63%

74%

23%

47%

60%

60%

61%

63%

70%

Strong ROI Rest of Sample

The best data for the job…

Highe

st lift

am

ong

our d

ata

sour

ces

Easie

st fin

ancia

l justi

ficat

ion

for u

se

Highe

st in

crea

se to

our

custo

mer

lifet

ime

valu

e

Great

est in

sight

into

our

custo

mer

s0%

25%

50%

75%

100%

62% 68% 64% 74%

30% 23% 31% 18%8% 9% 5% 8%

First party data Second party data Third party data

The data/capability connection

Programmatic buying of online display ads

Customer journey analysis

Marketing attribution

Audience segmentation

Content personalization on our sites and/or applications

Campaign targeting/analysis

34%

32%

42%

46%

44%

60%

40%

48%

59%

59%

60%

66%

Strong ROI Rest of Sample

Share of respondents with "Strong capability"

The quality challenge

/03

The Quality Challenge

65%

55%

45%

35%

25%

Use

fuln

ess

of d

ata

(% r

epor

ting

“hig

hly

usef

ul”)

Accuracy of data (% reporting “highly accurate”)

25% 30% 35% 40% 45%

CRM1st party

behavioraldata

3rd partydemographic

data

3rd partybehavioral

data

2nd partycustomer

data

Transactionhistory

3rd partycustomer

data

The Quality Challenge

Lack of scale

Disparate applications and databases

Can’t act on data quickly enough – data decay

Getting an accurate digital identity in the post-cookie

Ad hoc approach – we’re not being measured and strategic

Availability/ability to collect data

Data quality

15%

29%

26%

16%

16%

31%

42%

16%

21%

25%

25%

30%

37%

47%

Strong ROI Rest of Sample

Looking ahead

/04

Clear direction for first-party data

Increasing use of third-party data

Increasing use of second-party data

Increasing use of first-party data

0% 20% 40% 60% 80% 100%

23%

30%

49%

21%

30%

33%

32%

33%

18%

17%

4%

8%

3%

Strongly agree Agree Neutral Disagree Strongly disagree

Moving forward – lessons from the leaders

0%

10%

20%

30%

40%

50%45% 44%

37%40%

16% 16%

11%

16%

Strong ROI Rest of Sample

Share of respondents citing "Strongly agree"

Success Stories

/05

Organizing Around Data

Personalization

Real-Time Retargeting

WEBSITE

PROBLEM:• Can’t identify new members

in first 48 hours• Lost opportunity

SOLUTION:• Data integration• ID resolution -100%

authentication at login• Retarget while in market in

the moment

“Thanks to our partnership with Signal, Rue La La was able to increase customer conversions more than 10%. We accomplished this in short order using Signal Fuse, which gave us the

means to strategically leverage one of our most valuable assets –our customer data.”

Acquisition Marketing Manager, Rue La La

RETAILERS BRANDS

Rise of 2nd Party Ad Networks

Questions?

/05

Questions / Answers

Stefan TornquistVP, ResearchEconsultancy

@SKTornquist

Kathy MenisVP, Product MarketingSignal

@KMenis

Thank you!