The importance of gathering first-party data nowadays

Most businesses are familiar with cookies. Since it obtains consumer data, it belongs to a crucial part of establishing personalized consumer experience. However, as Google changes its privacy and transparency control, businesses have to make major changes concerning the collection of consumer data. The Interaction Designer of Activation Studio facilitates these major changes within your company and makes the transformation less painful as these changes sound at first sight. 

The importance of gathering consumer data

It is essential to collect consumer behavior data as the consumer insights are revenue driving for your company. You acquire information about their habits, behaviors, and demographics. Thus, businesses can make more informed decisions. It is not only important to ascertain more information about your audience, it likewise helps you to find your target audience and potential new customers. Due to finding out more about your own audience, it is easier to target new lookalike audiences. Market data gives you more information about the product use as well. Hence, personalized customer experience can likewise be built from the insights of how consumers use the product. 

Cookies

The most common way of gathering these market and consumer insights is by using third-party cookies and data. Cookies are small pieces of text sent to your browser when visiting a website. The website remembers the information about your visit thanks to cookies. Consequently, the next website visit will be effortless and the site will have more added value for you. Cookies enables you access to features like language choice, content of a shopping card, information relating to your session and product optimization. These features do add more value to a consumers website visit. However, by the end of 2023, Google introduces third-party cookie restrictions in order to make the internet a more privacy-friendly space. Thus, companies have to make a switch and gather primary data when tracking journeys.

Rather first-party data than third-party data

Next to the fact that businesses do not have the choice between first or third-party data from the end of 2023 onwards anyways, first-party data entails multiple benefits and is definitely worth using it. First-party data is the most trustworthy and reliable information a business can have since it directly comes from the audience. Although, it requires more time and effort to process first-party data, it reduces costs, it offers individual engagement and a detailed insight. The risk with third-party data is the insecurity about how accurately the segments are target. On the opposite, primary data does insure accuracy, reliability, and relevance within the data and the segmentation. As the company has a close connection with the data source, the probability of error appearing is smaller as well. Another advantage of first-party data, which is relevant to mention, is the privacy and data protection. Due to the direct connection to the data base, privacy concerns are unnecessary. This does also imply more control over the data. This direct connection to the audience likewise leads to a more personalized experience and increased trust towards the consumer

Collecting first-party data with the Interaction Designer of Activation Studio

As mentioned before, the importance of gathering primary data increases. The newest tool of Activation Studio, Interaction Designer, does collect behavioral data of leads. The marketer can create and activate tags, which lead to interactions. The Interaction Designer can track multiple websites at the same time. This tool does not only contain all the advantages of collecting first-party data but it likewise involves the benefits of being connected to the Segment- and Score Designer. Thus, marketers can directly use the obtained interactions to create more effective and personalized campaigns by scoring these interactions and building segments based on these. 

Our Interaction Designer for capturing web events in Salesforce Marketing Cloud

Segment Designer: The solution to easily segment your audience in Salesforce Marketing Cloud

A non-technical Salesforce Marketing Cloud Solution

Are you using Salesforce Marketing Cloud but do not have sufficient technical knowledge to master SQL queries or filters? Then, the Segment Designer, one of the two tools of Activation Studio, is the ideal device for you! We developed it to make the process of targeting specific segments more efficient, less time consuming and easier.

Filters or SQL queries

When creating segments on SF Marketing Cloud, you can either use filters or SQL queries. This requires a high level of technical knowledge of the data model, which some marketers might not have or do not pursue to obtain. Thus, this challenge often leads to cooperation between the marketer and the IT team. The Segment Designer offers a more friendly workflow. Therefore, marketers can focus more on the campaign itself than on the technical aspects of building the segment. 

Our drag and drop segmentation solution for Salesforce Marketing Cloud

New Journey Builder campaign

Imagine an online women’s fashion brand wants to start a new journey for fashionable skirts in Marketing Cloud Journey Builder. With this campaign they want to target existing fashionistas between 25 and 35 years old. However, they particularly focus on already existing customers to have the highest probability on potential consumers. Without the Segment Designer, this would be a scenario some marketers would shy away from. However, with the included drag-and-drop system of our application, creating such a segment becomes no obstacle in a marketer’s journey anymore. Instead of using SQL or filters, the marketer only has to drag the criteria “age span of 25-35” and “existing customer” to one category in order to make one coherent segment.

More than just segmentation

It does not only provide the possibility of easily creating segments. After building the segment the marketer can create a journey, which consequently, can be tracked. It then assembles and evaluates the metrics of activities within the journey. After the creation of the journey the benchmark can be calculated and an objective in the journey can be determined as well. Due to the primary data gathered, the application shows the goal fulfillment of the journey.  

Thus, the segment designer does not only have the benefit of creating the segment. It likewise provides the opportunity of tracking the journey of this segment. Hence, you can gather and work with your first party data instead of relying on third-party data, which is currently the case.

Does this attract your interest? Then, find out more.

Early access available now

We’re currently accepting applications to receive early access to our new Marketing Cloud solution. Are you interested in Activation Studio and do you want to receive early access as soon as possible? Fill in the following form and we’ll get back to you before you can finish your SQL query.

What is included in early access?

  • Segment Designer
    • Drag-and-drop segment interface
    • Data Designer integration (all non-system data)
    • Email benchmark metrics
    • Journey metrics
    • Start Journey
    • Duplicate segments
    • Edit segments
    • Automate segments
    • Update/overwrite data extensions

View a short demo below

Never use SQL Activities in Marketing Cloud again

Creating segments in Marketing Cloud can be time consuming and often demands SQL knowledge. Activation Studio offers an alternative to SQL queries and activities. As a marketer you want to focus on creating engaging campaigns.

People who have experience in Marketing Cloud there are a few ways to segment your data. All of which have their pros and cons. To simple. to complex or to expensive.

  • Data filter in Email Studio (simple)
  • SQL activity in Automation Studio (complex)
  • Audience Builder (expensive)

Activation Studio offers an alternative for the above for marketers who are looking for an easy to use, time saving and extensive segmentation solution Salesforce for Marketing Cloud. Learn more about our drag-and-drop Segment Designer.

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Activation Studio
Leonard Springerlaan 29
9727KB, Groningen
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