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Why first-party data collection should be a priority for marketers


Why first-party data collection should be a priority for marketers

“No matter what your business objectives are, you need to understand your audience and leverage that data to fulfill your objectives,” said Pete Wootton, Chief Product & Data Officer for U.K. and U.S.-based Dennis Publishing, at our MarTech conference.

To meet their business objectives, many marketers have found that first-party customer data collection intersects uniquely with their brand offerings as each informs the other. But in today’s world, brands are relying more on customer data collection and activation to achieve their goals.

“They’ve always been linked, but there is definitely more of a focus on the collection of first-party data and the use of that data,” said Wootton.

first-party customer data unification and activation model
Image: Blueconic

Without a first-party data collection process in place, marketers will find it difficult to build relationships with their customers and meet their objectives.

The challenges and benefits of first-party data collection

“No matter what part of the business we look at, data is central to it,” Wootton said.

Collecting consented first-party data gives brands those extra insights needed to better understand their audience and map out their buying journeys. And, fortunately, there are plenty of tools available to assist in the process.

the benefits of first-party data
Image: Blueconic

“You need to make sure you have good insights into your audience,” Wootton said. “You need to leverage that data in order to maximize the opportunity. Understanding how they behave and what they’re interested in helps you sell products to them.”

Collecting data with a customer data platform

“If you need good quality data, you need to have a single customer view,” said Wootton. “Pull in all your different data sources to make sure you know who your audiences are and what they’re doing, then link that to offline data.”

Wootton said Dennis Publishing could complete some of these collection tasks with a data lake, but it was missing the single customer view that could turn the information into actionable pieces. So, it opted to use a CDP to help meet its organizational goals.

“As our knowledge increased, and as we saw the possibilities, we realized we needed to talk to suppliers,” he said. ”We had a consultant working with us and did an exploration process — we saw the opportunity in certain areas that we didn’t when we began.”

Looking to take control of your data? Learn about trends and capabilities of customer data platforms in the latest edition of this MarTech Intelligence Report.

Click here to download!

The people and processes in data collection

A team isn’t complete without its players, and data collection isn’t complete without the people running it. In the same presentation, Jackie Rousseau-Anderson of Blueconic asked what Wootton’s organization would have done differently in revamping its data collection processes. In response, he highlighted the need for talented practitioners’ involvement in the whole process.

“I would have brought in some of that talent a bit earlier,” he said. “For example, we invested in some ‘superusers’ — people who are living and breathing it. We did that toward the end of the implementation, and I think in retrospect I would have brought them in much earlier.”

the people behind customer data collection processes
Image: Blueconic

Hiring talented professionals from the get-go can help your data collection stay on track. But more than that, it can provide insights to continually improve your brand’s implementation efforts.

“They [the talent] would have helped shape some of our thinking and been a good foil for some of the ideas that we had about how it’s going to work in the real world,” Wootton said.

He added, “Get that resource in earlier instead of thinking it’s only a part of the delivery phase — I think they would be useful in the implementation phase.”

Watch the full presentation from our MarTech conference here (free registration required).

About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.



What Is a White Paper? [FAQs]


What Is a White Paper? [FAQs]

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

(mer …)

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HubSpot to cut around 7% of workforce by end of Q1


HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.

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Om författaren

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.


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Advocate | DigitalMarketer


Advocate | DigitalMarketer

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database. 

The most important part of this step is asking these four questions. 

What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us? 

These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.

What Key Features Had the Biggest and/or Fastest Impact?

Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine! 

What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service? 

This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold. 

If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say? 

This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers. 

Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.

When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase. 

Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.

For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.


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