Blog / Using First-Party Data to Personalize Your Marketing Topics  

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] => 54 [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] => 150 [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] => 15 [filter] => raw )
Thought Leadership

Subscribe to Zoomph's Newsletter

NEW Contest, Giveaway & Survey Templates with Integrated Audience Analytics

January 26, 2018

Editor's note: This post was originally published on December 18, 2017 and has been updated to include mention of our new survey and questionnaire templates, which also include integrated audience analytics. If you’ve run a… Read More

Why Facebook’s Move Towards Personalization is a Good Step for All of Us

January 18, 2018

In recent weeks, Facebook’s algorithm change has warranted the publication of countless survival guides meant to comfort the brooding brand or publisher. If you haven’t heard, Facebook officially decided to kill organic post reach for… Read More

6 Traits You Should Know About Your Digital Consumers

January 16, 2018

There's an abundance of data on your consumers online. And while we're often told that the more data the better, it can be difficult to understand what to prioritize or track about your consumer when… Read More

Zoomph’s Year of Innovation

December 22, 2017

Twenty-seventeen was a year to remember. The Zoomph platform grew beyond our imagination, and we owe it to you, our loyal support base who continues to be the inspiration behind our innovation. As we're ringing… Read More

All Posts