How Brands and Retailers Can Maximize the Value of Zero-Party Data

Make the most of your zero-party data.
This piece originally appeared as a Forbes post. It is now common to tout the importance of collecting zero-party data. This information, which consumers knowingly and proactively provide brands in exchange for value, powers privacy-safe marketing strategies and is generally more accurate than probabilistic, often cobbled-together third-party datasets. But how do brands and retailers that ...
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4 Steps Retailers Can Take to Market Themselves in a Recession

Don't slash your marketing budget during a recession.
This piece originally appeared as a Retail Touchpoints post. Marketing is often first on the chopping block during a recession, and with GDP contracting two quarters in a row, retail marketers are working hard to determine how to make each dollar go further. Many organizations will cut marketing spend in a bid to preserve margins. ...
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Marketers: It’s Time to Offer Customers Real Value if You Want Their Data

Offer customers something of value in exchange for their data.
This piece originally appeared as a Spiceworks post. As marketers stare at the eventual demise of third-party cookies, they are looking at zero-party data as an alternative. But how do they convince customers that sharing their valuable data is worth it? Here, Jake Weatherly, CEO, SheerID, uncovers three ways marketers can incentivize consumers to share ...
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How Marketers Can Gather Zero-Party Data Through Promotions

Gather zero-party data to keep customers engaged.
This piece originally appeared as a TotalRetail post. 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 ...
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Why May is the New Black Friday

May has become one of the biggest shopping months.
This piece originally appeared as a TotalRetail post. When we think about big revenue-generating opportunities on the calendar, we typically focus on November and December, particularly Black Friday. But sales on Black Friday last year — both in-store and online — dropped below pre-pandemic levels. Heading in the opposite direction is May, which is quickly becoming one of ...
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How Zero-Party Data Improves on the Promise of First-Party Data

Your team should be prioritizing zero-party data.
This piece originally appeared as a TotalRetail post. 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 ...
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3 Ways Retailers Can Gather, Harness and Effectively Use Zero-Party Data

Use zero-party data to your advantage.
This piece originally appeared as a TotalRetail post. 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 ...
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Why Marketers Need to Shift Their Mindsets to Survive in a Cookieless World

Update your marketing strategy for a cookieless world.
The original version of this piece appeared as a Martech post. The future of data collection requires marketers to think differently. For years, the standard in marketing has been to collect as much data as possible, mostly covertly, and figure out how to use it to drive value later. Now, with new anti-tracking measures by ...
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Making Loyal Customers Out of Holiday Shoppers

Retain holiday shoppers all year round.
The original version of this piece appeared as a Multichannel Merchant post. Holiday shoppers opening their wallets online this year looks promising, but how many of them will become loyal customers when the frenzy ends? Black Friday’s ecommerce sales blew past the modest early projections for retailers, edging out in-store sales in year-over-year growth for the season’s ...
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6 Tips for Choosing the Best Student Verification Solution

Three students gathered outdoors around a laptop discussing worldwide student verification.
Personalized student offers are a powerful way to reach Gen Zers around the world. But for your programs to succeed, you need an effective form of student verification. In a previous blog, 6 Obstacles to Launching a Worldwide Student Offer, we outlined the challenges that make worldwide student verification difficult. In today’s post, we look ...
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