Utilising first-party data and a strategic plan to identify and convey a brand message at most valuable moments throughout a consumer’s interactions with a brand is critical to achieving multi-moment marketing maturity.
What is first party data again?
First-party data is proprietary information collected directly from the user with consent. It derives directly from the customer’s behaviours, actions and interests across a platform, through loyalty or subscription programs, social information and from customer interactions.
We’ve discussed in other posts but it doesn’t hurt to reiterate it one more time – as third-party cookies are eliminated from the web, first-party data is a crucial element to gaining a competitive edge online.
Multi-moment digital marketing maturity is synonymous with….
dynamic executions across multiple channels that are optimised towards individual customer business outcomes and transactions.
These businesses have robust linking between online and offline journeys and an omni-channel engagement strategy. They have an agile approach to audience management and automation and deeply personalised messaging in their customer experience
This evolution is rippling across the world wide web as marketers look to implement new technologies to responsibly gather and utilise first-party data to provide the experience users desire with the privacy they deserve.
In a recent study
Google partnered with Boston Consulting Group to understand how advertisers are using first-party data to successfully drive business and achieve multi-moment maturity.
Ninety per cent of companies who took part in Google’s research agree first-party data is critical to marketing success however only one per cent are utilising that data to fully deliver cross-channel experiences.
Many believe the sheer collection of data correlates to success however unnecessary information not only burdens the customer but can increase the cost of technology and management strategies and the risk of privacy breaches.
9 out of 10 companies who took part in the research agreed that first party data is critical to marketing success however only 2% are utilising that data to fully deliver cross-channel experiences.
Just as unnecessary data collection can be the catalyst for failure, so too can a poorly executed strategy.
Google found brands who experienced success, developed a comprehensive strategy, tested and measured results to determine the best activation method and built robust in-house capabilities while outsourcing and working with strategic partners for expertise.
These businesses invested significant time in developing clear strategic goals for the collection and data, identified essential information and calculated associated risks and costs to develop a pathway forward.
Datisan CEO and co-founder Chris Rozic says,
2020 showed everyone just how important it is to have confidence in your data and analytics. It demonstrated the consequences of not investing in business critical foundations that drive your business reporting and customer activations.
Digital transformation is about more than simply data
While the collection of first-party data through machine learning, artificial intelligence and automation allows marketers to gain an in-depth understanding of the customer journey, it is critical to align a strategy to your people, culture and goals.
“The hardest step in progressing digital marketing maturity can often be just getting started,” Chris Rozic says.
Once the right people and data are together . . . the outcomes of maturity projects can make a significant impact.
Only two per cent of businesses are realising the full potential of data-driven marketing and while digital marketing maturity looks different at every stage, a key differentiator between ‘nascent’ and ‘multi-moment’ is the unification of first-party data.
“We haven’t seen a brand get to multi-moment maturity overnight. It requires ongoing commitment and reflection. However, it is encouraging to see so many brands in Australia taking steps to meet today’s consumer expectations.”
Datisan is the leading digital marketing maturity partner that focuses on leveraging data to enhance customer experience. Speak to the Datisan team about how we can future-proof your customer experience and personalisation.
With the popularisation of information about data privacy being highlighted in recent media and documentaries, it has brought what was in the past – a topic purely for marketers and data experts – to the forefront of the general population’s mind.
Trust in organisations to protect privacy online is declining and the desire to shield personal information is growing stronger for customers, yet a positive personalised experience remains key to creating business success.
This evolution is rippling across the world wide web as marketers look to implement new technologies to responsibly gather and utilise first-party data to provide the experience users desire with the privacy they deserve.
According to the Australian government’s recent Australian Community Attitudes to Privacy Survey.
9 in 10 people say they want more choice and control over their personal information online.
The survey highlighted how desire is driven by experience and the top priority when considering a new digital service now is privacy; ahead of reliability, convenience and price.
Customer-centricity is not a new concept – it’s the key to creating any successful business.
In the past Google, Apple and Facebook employed technologies such as third-party cookies to provide an all access view of the user. Whilst these techniques were successful in delivering a personalised experience, the news cycle, documentaries and tech companies have exposed the full extent of cross-site cookies in recent years resulting in a rise in consumer awareness and decline in trust.
“First party data is a business’ biggest asset and represents an opportunity to build a unique customer experience and defensible competitive advantage,” Datisan CEO and Co-Founder Chris Rozic says.
Google’s Privacy Sandbox project has highlighted the importance of protecting consumer information as it iterates its plan to eliminate third-party cookies from Chrome by the end of 2023.
“We have seen a number of businesses approach data as part of the digital marketing maturity process. What we have found is that while initially there can be some challenges getting the right people and data together… ” Chris says,
… once a cross-organisational team is formed and aligned to the digital marketing improvement process, it becomes a really exciting journey to be part of and the outcomes of the projects can make a significant impact.
Now, as Apple introduces ‘Opt In’ and consent notifications to its iOS 14.5 and15 devices, we can expect many users will remain opted out of cross-site tracking.
Many marketing and customer experience teams are wanting to future-proof their businesses by utilising first-party data.
Datisan’s CTO Matt Daniels says, “It’s imperative that they ensure granular consent mechanisms are implemented using clear language about what that consent means. Customers need to read and understand what it is that they’re opting into.”
Consumers deserve to be able to make educated decisions on who they allow to access personal information and a law degree shouldn’t have to be a prerequisite. Verizon’s Dan Richardson told Mumbrella in his recent research that
79% of consumers are actually unaware of the changes to third-party tracking, cookies, data privacy, and ad IDs, but at the same time, 76% of consumers said they’re very concerned about data privacy, which is up 27 points from two years ago.
It’s possible for brands and digital marketers to acquire the necessary data while protecting privacy and enhancing consumer satisfaction. But marketers also have a responsibility to educate consumers and use simple language around first and third-party data collection to allow customers to feel confident in the choices they’re making.
Datisan is a privacy-centric data partner that focuses on leveraging data to enhance customer experience. Speak to the Datisan team about how we can future-proof your customer experience and personalisation.
The landscape of online advertising is evolving and the shift towards a more privacy-focused ecosystem of marketing is dawning.
It may feel that there’s no escaping the prying eye of the web today as location services, fingerprinting and cookies keep tabs on our every search; however Google has found a solution to monetise our browsing habits using a less invasive system. Google’s Privacy Sandbox project, announced by Chrome in August of 2019, aims to ‘build innovations that protect anonymity while still delivering results for advertisers and publishers’. Step one meant the phase-out of third-party cookies by the end of 2021 and introducing a less invasive advertising tool which is safer and more secure.
Federated Learning of Cohorts, or FLoC, aims to protect the individual user’s identity and data while allowing publishers to continue to provide personalised, data-driven advertising. An alternative to cookies, FLoC analyses your browsing behaviour to group you with like-minded people (a cohort). The individual user continues to experience targeted and relevant advertising whilst remaining shielded in a sea of similarity and anonymity.
Google’s preliminary data shows that advertisers ‘can expect to see at least 95 per cent of the conversions per dollar spent when compared to cookie-based advertising’. Specific results will be dependent on the ‘strength of the clustering algorithm’ as Google calls it, and the specific cohort targeted.
So, how will it work exactly? Chrome uses algorithms to assign an individual user a cohort ID based on the sites visited. For example, users who regularly search for real estate and puppy videos are grouped in one cohort and those who search for real estate and cars are sorted into another.
Your cohort is calculated from your scrolling history over the past seven days, and comprises only a few thousand people at a time, allowing publishers to present advertising content which is specific enough to be relevant to the cohort but not as direct or invasive as individually tracked data.
Chrome has begun trialling the technology in the United States, Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand and the Philippines so far and plans to go globally in the coming months.
If you have blocked third-party cookies or disabled personalisation in your Google Ad settings, you won’t be included in the trial otherwise Google will use your Chrome login as the first step to include you.
While it might seem counter-productive to provide advertisers with less specific evidence-based information, rising community awareness on the lack of privacy online is threatening the industry and blocked cookies are costing businesses revenue.
FLoC is only one of the privacy preserving alternatives that Google is launching that will allow individuals the privacy we all desire while advertisers continue to gather data to inform marketing decisions.
Drop the Datisan team an email to discuss how best prepare for a cookie-less future.
Industries are always looking to up their game when it comes to their marketing, customer service and experience, and one way many are doing this is by integrating contact centre AI, with 20% of all customer service requests expected to be handled by AI by 2022.
Contact Centre AI can help to provide a more effective and efficient customer experience, while saving businesses time and money by simplifying and easily integrating into their current workflow systems.
This is one of the most important ways businesses respond to and meet customers needs
It does this by providing human-like conversations via virtual agents. This increases time and cost efficiency, by minimising the time live agents are online and providing answers to simple, frequently-asked questions, to which solutions can easily be applied.
So how are real businesses utilising Contact Centre AI and what are the benefits of its implementation?
Marks and Spencer is one company that successfully integrated Google Cloud’s Contact Center AI (CCAI) with their workflow, enabling them to report an improvement of more than 10 seconds in its average handling time. Live agents are more satisfied as they no longer have to redirect calls and can work on more complex customer inquiries. Customers are also happier and in turn, brand loyalty has increased significantly.
GoDaddy has had a similar success rate by using Virtual Agent, powered by Dialogflow CX, a chatbot component of Google’s CCAI, which enhances the customer experience by allowing the business to create virtual agents that are able to handle all enquiries and offer simple solutions to frequently asked questions, meaning that more complex issues are passed on to live agents.
Popular US streaming service Hulu has also integrated this technology, by using Contact Centre AI to respond quickly and efficiently to customer enquiries. With quick responses to frequently asked questions, and automatic responses that help customers get the best experience possible.
With AI becoming more progressive and the future of marketing leaning into new technologies, is now the time to invest in Contact Centre AI?
Marketsandmarkets predicts that the market for AI technology in contact centres will increase from $800 million in 2019 to $2.8 billion by 2024. From increased customer satisfaction rates, to reducing live agent chat time, to automating business workflow, the proof is in the pudding.
When asked to share his thoughts for future trends in Datisan’s latest Digital Marketing Maturity Growth Report, Xpon Technologies Founder and Group Managing Director, Matt Forman says,
2021 will be one of the most exciting years yet for marketers that have invested in getting their data in order and ready to take advantage of the change and automation that modern cloud based AI and ML will deliver.
Contact Centre AI will not only have a positive impact on customers and clients, but also on the cost effectiveness of business and on contact centre staff, with reduced live agent time and the ability of Contact Centre AI to handle smaller enquiries and complaints.
Watch Google’s video below on Contact Center AI:
To find out how you can drive call centre efficiencies with Google Cloud, get in touch with Datisan today.
What is Dialogflow?
Part of Google Cloud Platform, Dialogflow is a lifelike conversational AI with state-of-the-art virtual agents. It is available in two editions: Dialogflow CX (advanced), Dialogflow ES (standard).
Powered by Google’s leading AI, it supports rich, intuitive customer conversations in one comprehensive development platform for chatbots and voicebots. It’s goal is to improve the customer experience while increasing operational efficiency. Some of the key benefits of using Dialogflow include:
A Dialogflow agent is similar to a human call center agent. You train them both to handle expected conversation scenarios, and your training does not need to be overly explicit.
The new year has brought with it an exciting new start for the Datisan team.
Stephanie joins Datisan in our Brisbane office from Oh My Agency, where she honed her specialist skills in client relations/communications and task automation. Stephanie has over 2 and a half years of experience in the online marketing industry, working for the likes of Credit One Group and boutique digital marketing agencies.
When asked about her passion for the industry Stephanie commented,
I love being given the opportunity to really evaluate and examine data related to client journeys. To see where, when and why people do the things that they do online and how we as marketers can make their decision making process easier. It’s exciting to take information on how users interact with websites and other platforms and then use this to create simpler pathways to assist businesses and users in achieving their shared goals.
Datisan’s Head of AdTech Bharat Tarachandani said,
Stephanie is a valuable addition to the rapidly growing GMP AdTech team at Datisan on the back of new client growth. Her agency activations background puts her in a great position to understand challenges our client and agency teams are facing and how we can help better collaborate and implement solutions unlocking new growth opportunities for our clients.
When asked about joining Datisan Stephanie said,
I’m so excited to become a part of the team here, getting to work with some of the brightest minds in our industry and absorbing knowledge from them like a sponge! I’m keen to be able to take the time to really make a difference for my clients and assist them in making a difference for their customers.
Welcome to Team Datisan Stephanie!
There’s no denying that COVID-19 arriving on the scene has made a massive impact on our world. It’s required many industries to undergo quick digital transformation.
The immediate implication on education is obvious – that schools and campuses emptied and classes moved online very quickly. While we’ve all become quickly familiar with the concept of Zoom learning, many haven’t considered is COVID-19’s impact on marketing education to prospective students, both for schools and tertiary and vocational institutions.
Before the pandemic, many educational institutions were in the beginning stages developing their digital marketing efforts and investing in areas such as online counselling, virtual campus tours, and educational webinars.
In Datisan’s 2019 Digital Marketing Maturity survey, we found that two-thirds of tertiary education providers were focusing their marketing efforts on upper-funnel targeting at the time. This meant that just one-third of all educational institutions surveyed were utilising full-funnel strategies to engage with their targeted audiences at different stages of the student journey.
In the same survey, only 15% of education providers responded that they confidently knew who they were talking to and when.
Additionally, a huge 85% of education respondents were not consistently using a combination of first and third-party data to deliver more tailored messaging to niche and targeted online audiences, instead opting to speak to broader markets.
This is only exacerbated by the fact that our report found that 75% of respondents in education don’t link their online and offline customer journeys to their digital marketing activities.
In the wake of the pandemic and lockdown, entire schools and universities have transitioned to online learning, streaming classes onto screens in the homes of students across the world. Other essential aspects of the student experience have also moved online in the pandemic, such as graduation ceremonies and campus tours.
What does the pandemic and remote learning mean for the marketing of education, and can it pivot as quickly as its service delivery?
With no clear end to the pandemic in sight, and while travel restrictions keep international students at home, education providers will need to turn their attention to the domestic student market.
Education providers ought to turn their attention to refining and targeting niche audiences in order to direct their messaging to the right prospects.
The future of marketing for education institutions may still be a little foggy, but by investing in deep-dive customer journey research and infusing that data into intelligent, targeted online performance marketing campaigns, the marketing of our educational institutions will be in good stead.
To find out how your education institution can utilise data-driven online marketing, get in touch with Datisan today.
To find out how you can set your brand up to create, target and refine online and offline audiences, get in touch with Datisan today.
Retail has certainly been one of the hardest hit industries in the current pandemic, and with a potential threat of recession on the horizon, there are definitely new challenges for the industry ahead.
But challenges often breed opportunities. With more customers purchasing online, retailers have more tangible, richer data to play with. And with the right infrastructure, strategy and implementation – they can create better experiences for their customers.
In B.C. times (Before COVID-19), we ran an Australian Digital Marketing Maturity survey which looked at the overall benchmarks by industry and state. While this year’s survey is still open for responses, the ability to compare last year’s data with this year will no doubt make for very interesting reading.
Last year’s responses were scored against four levels of increasing digital maturity:
We found that the average placed the retail industry in the second category – emerging. Broken down further, in terms of data-driven marketing, retail ranked 53% compared to the average 57% across all sectors.
In marketing automation and activation, the results showed 41% as opposed to 46% for the rest of the nation. Marketing measurement and attribution was slightly above average at 49%, and organisational collaboration was again above the mean at 56%.
To extrapolate some meaningful insights, Datisan’s Report showed that:
83% of retail businesses were using 1st and 3rd party data to deliver targeting marketing campaigns.
The report also showed that over
Half of retailers have disconnected customer data, where their online and offline customer journeys are not linked to digital marketing activities.
It’s clear that a lot has happened in the world since we ran last year’s survey, but would be remiss of us not to address it. The global pandemic has changed the way that customers are interacting with retailers and this has accelerated digital growth and transformation.
Customers have had to move almost exclusively to online experiences, away from the brick and mortar of old, and towards embracing e-commerce. And with that has come a greater expectation for better, more seamless and personalised customer experiences.
What we have heard retail industry CMOs have been questions like:
How do we keep up with the renewed digital expectations of our customers?
I’ve invested heavily in tech, how do I maximise the value I get from my platforms?
How can we better understand our customers, and how to acquire, retain and nurture relationships with them in an increasingly multi-channel world?
The key indicators that we have found for retail organisations who are kicking goals in digital maturity are a strong alignment between their IT and marketing teams, being customer centric and using predictive decision making.
Organisations that use cloud marketing data platforms with all of their data sources plugged in are able to achieve a single customer view with unified 1st party data in one fast, secure and scalable environment.
First party data is of far better quality and provides better targeting capabilities.Simon Pereira (CEO, Wondaris) – wondaris.com/
These businesses can expect an increased ability to visualise, analyse and segment data for more effective marketing campaign implementation. Plus, by using smart analytics and artificial intelligence insight generation is accelerated for a better understanding of their high value customers – what messaging to be targeting them with, where, and when. This in turn also helps to maximise return on investment for advertising spend.
The future of retail may still be somewhat uncertain, but by adopting new cloud data technologies and embracing the digital age is a surefire way to safeguard against analogue obsolescence.
To find out how your retail business can make the leap to cloud for marketing technologies, get in touch with Datisan today.
But what does the future hold? Lucky for us, our Data Solutions Lead – Tom Nichols has shared his predictions for the first year of this new decade below.
“A/B/n & MVT testing will dominate the VR space”
For years now, companies at every stage of digital & data maturity have been utilising split testing to help shape customer experience. These tests range from simple changes such as call to action button colour/wording changes to slightly more complex journey pathing optimisations and full scale machine learning based continuous testing & optimisation strategies. Ultimately, these tests can still only influence the website itself. There’s a plethora of variables that simply cannot be accounted for, and whilst these tests are still a great tool to determine the best direction for your UX strategy – they have a way to go before they provide deeper insights. These tests can usually confirm or deny a hypothesis, but not necessarily provide supporting insights on to why that hypothesis was or wasn’t correct. This can leave you guessing at the real insights that could be carried over to the next test.
In the world of VR, developers can define the entire user experience. Emotional impactors such as the weather or atmospheric noise can be tailored to invoke a preferential state of mind for the experience in question.
With VR, users are less likely to be distracted by an external influence such as a phone notification, other browser tab, or a television in the background mid session. Thus minimising the risk of breaking their focus and pulling their attention away from your carefully curated experience.
With eye tracking in VR, there’s no doubt about what catches a users attention, and how long for. Sort users with banner blindness from users without for a more accurate representation of how your content is interpreted. Learn what sort of stimuli pull attention away from your content, and adjust the environment to reduce that chance.
For the self-professed, anti-advertisement segment – (who balk at awareness campaigns or in-game advertising), even fictional adverts for fictional companies will still provide value when testing colours, fonts, voices, positioning in relation to other artefacts and so on. These are the insights that offer long term value, which can be applied to any campaign moving forward. It is these core influencing factors that will leave a lasting impression on your target audience.
“An increase in Machine First Analytics Configurations over Human first.”
Insight & Analysis tools such as Google Analytics are highly configurable, and every implementation is different to best suit the end users, i.e. the humans who need to make decisions off of the data. Events, goals, and methods of definition and measurement fluctuate even within a single organisation, with individual highly specific interactions captured in ways that make reporting easier. However, this can often occur at the cost of a more complete view of the experience. Knowing what to focus on and why is a key requirement for any analyst, but by leaving what you may consider unimportant interactions untracked, you lose the ability to factor them into the equation altogether. This allows for biases and preconceptions to shape the reports you utilise reactively in decision making, instead of proactively finding new insights – not very data driven.
As data schema & data warehouse architectures advance, visualisation opportunities improve, and machine learning algorithms surface newfound patterns – it will only be a matter of time before basing analytics implementations around data point acquisition takes precedence over usability. Much of this data won’t be formatted in meaningful ways to human eyes, but it doesn’t need to be. Another computational layer sits between your data and the human analysing it. Those wanting to keep up with the bleeding edge of digital maturity will have to accept that their data ingestion strategies will no longer be tailored around their ability to interpret or understand them. Let’s leave that to the machines and reap the benefits at a later stage of the process.
“Healthcare will take centre stage in the privacy debate.”
Data Privacy is getting hotter and hotter a topic year on year. We are generally less willing to give away information about ourselves for free, and consider our identity as more of a commodity than ever before. Our data can be used to help or harm us. It seems that for every one marketer looking to personalise our experience, that there are two marketers looking to use that same data to take decision making out of our hands and into theirs for their own personal gain.
Collaboration is vital to our success in everything we do. In a perfect world, sharing our data benefits everybody and harms nobody as we use it to better understand ourselves, our thought processes, and our world. But the misuse of our data has left a growing majority cold to the idea of participating. If this trend continues, we will lose our ability to learn and grow at the pace required to drive meaningful change. By closing ourselves off, our problems aren’t obvious to those who might be able to help, and our understanding of things can only take into account the limited view of what’s presented to us, not reality as a whole.
Early detection of health issues depends on our data. Modern research is far more able to correlate more factors to increased risk of health problems. By knowing where you live, how you commute to work, what you eat, your biometric information, or what you google – we can build a tapestry of whether you are more likely to be on course for, or in the early stages of a serious health condition.
We’re right to be wary of our digital identity and who has access to what parts of it. Privacy is important. But unless the big players can convince us once again to give up a little more of ourselves soon, they run the risk of losing us altogether. Health and well-being are a priority for almost everyone. With advances in technology continuing to improve, it’s an ideal topic on which to sway public opinion back in the favour of select data collaboration, rather than opting out altogether.