Blog / Using First-Party Data to Personalize Your Marketing

Using First-Party Data to Personalize Your Marketing

I rarely open marketing emails but this email from Spotify last week caught my attention.
 

a personalized marketing email from spotify

 
Not only do I work in Reston, but I also could listen to Rodrigo y Gabriela’s description-defying guitar prowess for hours on end. Spotify got it right for me. They clearly understand that keeping track of individual consumer behaviors and acting on that insight is the key to success in today’s digital-first world. They’re able to deliver on promises like “[we’ll tell you about] upcoming concerts near you by artists you love,” and keep their emails user centric.

Spotify, of course, has a big advantage. Its average user spends over two hours a day streaming music, podcasts, and more. That’s a hell of a lot of first-party data to work with. By sifting through all that rich data, Spotify can personalize email campaigns and push relevant ads inside their platform. They can probably predict when I’m working out at the gym, am on a family road-trip, or am putting a coversheet on my TPS report based on my choice of music.

But what if you’re not Spotify? What if you instead fit the profile of a typical Fortune 1000 company in which your CRM and marketing data are undernourished and, hence, underutilized. Your contacts are idling in your database because you lack the breadth of data needed to engage them regularly with personalized outbound marketing campaigns.

This is why my team has been developing connectors for brands to access meaningful data around their consumers’ digital behaviors, characteristics, and preferences which are key to a transformation into an empathetic brand that’s in touch with its customers’ daily lifestyles. We’ve narrowed audience intelligence down to two important pillars of information:

  • Audience DNA: Our own system for interpreting social relationships and behavioral patterns, as well as mapping data back to people. Our ever-growing database now indexes a quarter of a billion social identities across 191 data dimensions, letting you discover who your consumers are so that you can craft campaigns that are relevant to their interests.
  • Audience Signals: Data that lets you know when to engage with your consumer. This data relates to your consumers’ real-time activity on social media, helping you identify key moments (e.g., when purchase intent is high or an important life event has occurred) to initiate a brand interaction.

 

chart of zoomphs database and integrations

 

How to Get the Data You Need

Integrating audience intelligence like this into your first-party data takes three steps:

  1. Find your customers on digital channels. Identify existing customers on digital channels by looking up their social media handles and other public identifiers.
  2. Extract your customers’ social identity data. Cascade rich digital intelligence from various social channels to your marketing systems to strengthen your database, and to foster more empathetic consumer interactions.
  3. Keep your ear to the ground. Continue tracking real-time customer moments that can open the door to positive brand interactions.

Read More: How to Humanize Your Fan Data (Soccerex Recap)

Make sure to request customer consent prior to embarking on a transformation journey like this. Always be explicit in asking permission to look up customers online in return for crafting more personalized experiences for them. (We’ll cover approaches for asking for consent in a separate blog.)

By acquiring all this data, you’ll have the relevant and timely data points for expressing your brand in the right way to the right people. Like Spotify, you can start sending messages that resonate at a deeper level and convert customers like me into lifelong fans who feel a personal connection to your brand.

Have questions that you want personally answered? Send us your questions or schedule a free consultation with us!
 

Topics:
WP_Term Object ( [term_id] => 728 [name] => Social Media Monitoring Resources [slug] => social-media-monitoring-resources [term_group] => 0 [term_taxonomy_id] => 729 [taxonomy] => capabilities [description] => A collection of advice on how social monitoring can help you spot trends and keep tabs on your competition. [parent] => 0 [count] => 59 [filter] => raw )
Monitoring & Tracking
WP_Term Object ( [term_id] => 733 [name] => Social Media News and Trends [slug] => social-media-news-trends [term_group] => 0 [term_taxonomy_id] => 734 [taxonomy] => updates [description] => Get the scoop on social news and trends, plus expert analyses, advice, and hacks for joining the most important conversations. [parent] => 0 [count] => 175 [filter] => raw )
News & Trends
WP_Term Object ( [term_id] => 959 [name] => Thought Leadership [slug] => thought-leadership [term_group] => 0 [term_taxonomy_id] => 960 [taxonomy] => updates [description] => [parent] => 0 [count] => 33 [filter] => raw )
Thought Leadership

March Madness Sponsors on Social – The Top 10 Brands From The NCAA Tournament

April 12, 2019

With the conclusion of the NCAA Tournament this week, we were excited to take a look at the data we’ve been collecting since it began on Selection Sunday. With college basketball fans on the edge of the… Read More

MLB Sponsors on Social – The Top 10 Brands From Opening Day

April 10, 2019

With the start of the new season, MLB’s Opening Day was a big day for the league and on social media. With fans excited for a new season of Baseball, Brands and Advertisers saw an… Read More

T-Mobile Park’s Sponsorship Strategy Hits A Home Run On Social

April 09, 2019

The Mariners and T-Mobile struck a 25-year naming-rights partnership to rebrand the former Safeco Field as T-Mobile Park. The company paid 87.5 Million for the field naming rights and after months of work, the park’s… Read More

New Instagram Business Discovery, Engagement Value, and Prospecting Package Now in Zoomph

April 08, 2019

Happy Spring! Can you believe we’re already in the second quarter of the year? Time flies when you're busy, which is just how we like it at Zoomph. To kickoff the quarter, we’ve launched a… Read More

All Posts

See Zoomph In Action

Talk to one of our specialists will help you mesure insights and maximize your sponsorship growth efforts