Customer Data

How Marketers Can Gather Zero-Party Data Through Promotions
November 17, 2022 at 11:51 am

Deal-based marketing has often been associated with competing for customers based on the lowest possible price point. Traditionally brands that needed to sell products or tickets in a hurry partnered with deals sites to move these items at a large discount. However, this model doesn't maximize the potential value of deal-based marketing. During the past…

How to Solve Retailers’ Top Customer Engagement Challenges
November 16, 2022 at 7:23 pm

Savvy retailers know that fostering deeper customer relationships is the key to sustainable, long-term business success. To build these relationships, brands need to take a comprehensive, thoughtful approach to creating their customer engagement strategy. It’s the art and science of growing brand loyalty by providing the best in user experience across all relevant channels. Customer…

Fashion’s Investment in First-Party Data
November 16, 2022 at 4:33 pm

Data analytics has become an essential facet of retailer success. Proper data collection and alignment can offer retailers a number of benefits, such as making their inventory management more efficient, identifying opportunities to cut costs, and even helping them better target and engage with their customers. As tech giants such as Apple and Google announced…

Turning Holiday Returns Into Return Customers With Radically Personal Customer Service
November 15, 2022 at 12:32 pm

Black Friday is famed as the inaugural event for the holiday shopping season with retailers already beginning to squeeze an average of 20 percent to 40 percent of sales into the last two months of the year. Even during the COVID-19 pandemic when many chose to forgo their typical holiday traditions, the retail industry still…

3 Ways Retailers Can Gather, Harness and Effectively Use Zero-Party Data
November 10, 2022 at 10:30 am

Much of the conversation about how marketers can collect, harness and effectively use zero-party data focuses on brands, which struggle to gather it, or information consumers proactively provide, because businesses rarely maintain direct relationships with customers at scale. Retailers face an entirely different challenge: an abundance of consumer touchpoints and a massive amount of data…

3 Data-Powered Recommendations for Marketers When Navigating the 2022 Holiday Shopping Season
November 8, 2022 at 12:08 pm

Data will play an instrumental role for marketers this holiday season. With ongoing issues like excess inventory, supply chain bottlenecks, and the impact of rising prices on consumers, the 2022 holiday shopping season is requiring marketers to adjust to a challenging ecosystem to reach the right customers and make the most of every moment. Real-time…

How Retailers Can Establish a Data Foundation for Digital Acceleration
October 19, 2022 at 9:17 am

Successful retailers in 2022 understand that digitization isn’t enough — digital acceleration is crucial. The state of digital acceleration that was sparked by mass quarantining during the COVID-19 pandemic changed how businesses operate and consumers behave. According to Gartner, 65 percent of executives say they accelerated their digital initiatives' pace in 2021 — and this…

How Zero-Party Data Improves on the Promise of First-Party Data
October 11, 2022 at 10:47 am

Privacy changes have forced marketers to consider how they can consensually obtain consumer data, inspiring debate over whether zero-party data exists and how it differs from first-party data. While first-party data refers to information brands collect directly from consumers, zero-party data, as defined by Forrester, refers to information that consumers proactively and knowingly give organizations.…

Identity Resolution Helps Retailers Stay in the Cadence of a Customer Journey
October 5, 2022 at 10:17 am

Unwanted inventory and a higher demand for low-cost items forced prominent retailers to adjust their earnings forecast and miss their estimates, causing the cancellation of billions in orders and heavy markdowns. Chalked up by one CFO as a short-term fix to avoid longer-term pain, the strategy nevertheless indicates that many large retailers don't understand their…

How Have Apple’s Changes to Privacy Impacted Your Advertising on Facebook and Instagram?
October 5, 2022 at 9:38 am

Direct-to-consumer (D-to-C) businesses that previously relied heavily on Facebook as an advertising channel are now starting to realize the perils that resulted from privacy policy changes instituted by Apple. These changes have upended the digital advertising strategy for hundreds of thousands of businesses and have forced these companies to find a new path to their…