Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends. The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.

1. The 2022 D2C
Summit
DAY 1 - WEDNESDAY, APRIL 27TH
How to Succeed Across Channels with
Omnichannel Marketing
10am PT | 1pm ET
Consumer Data is a Treasure Trove
Put it to Use in Your Lifecycle Marketing
10:35am PT | 1:35pm ET
The Ecommerce Trends Every D2C Brand Needs to
Know
11:10am PT | 2:10pm ET
DAY 2 - THURSDAY, APRIL 28TH
Subscribe Now: How Subscriptions Can Drive
Recurring Revenue & Customer Loyalty
10am PT | 1pm ET
Beyond Email: How Loyalty Programs and SMS Can
Help You Win the Hearts and Minds of Consumers
10:35am PT | 1:35pm ET
Looking to Evolve your Business Beyond D2C? Here’s
the Playbook.
11:10am PT | 2:10pm ET

2. Consumer Data is
a Treasure Trove
Put it to Use in Your Lifecycle
Marketing

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by Friday morning
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speaker
KELLIE COLLINS
Associate Director, CRM &
Email

7. Agenda
● Why Zero + First Party Data
● How to Collect & Use First-Party Data
throughout the Customer Lifecycle
● Q&A
7

8. What is your brand’s largest barrier to
activating first party data?
● Creating strategies to enhance your batch + triggered
campaigns
● Knowing how to translate the data into something actionable
● Not acquiring enough data
● Technical limitations either from tech stack or implementation
● Other - let us know in the chat!
POLL

9. Why Zero + First-Party
Data?

10. 3
2
1
0
How we break down consumer data…
Zero-Party Data
Information a consumer
directly and proactively
shares with your
company
First-Party Data
Information a company
collects about consumers
based upon how the
consumer interacts
directly with that
company
Second-Party Data
First-party data collected
from one company, that is
contractually permitted to
be shared with another
company
Third-Party Data
Information about a
consumer collected from
a number of public and
non-public sources that
may not be explicitly
provided by the consumer
10

11. How and why this impacts brands
11
Create Personalized
Experiences for our
Customers
Earn the trust and respect of
individuals that interact with
us. Create memorable
experiences by listening to
their wants and needs.
Cookie Degradation
+ Privacy Changes
With the impending loss of
third party data signals and the
additional layer of the evolving
privacy landscape, managing
your data become crucial to
being able to easily adapt as
new changes arise.

12. What does zero and first-party data look like?
12
PURCHASE HISTORY Inclusive of the
individual product purchased as well as
any category associated with that
product
SEARCH HISTORY Identify what terms
a user searched for on your site and
in-app
BROWSE HISTORY What products,
categories and other content landing
pages a user interacted with
CART HISTORY Products and
categories of items that users added to
their cart
PREFERENCES Variable information
available based upon preferences
available within preference center
SURVEY RESPONSES Respondents
answers to surveys with variable
information available based on
questions asked
LOCATION Users location based on
shipping and/or billing information
provided
CAMPAIGN ENGAGEMENT What
campaigns and url’s users engaged with
CUSTOMER SERVICE INTERACTIONS,
LOYALTY PROGRAM AND REVIEWS
Outcomes and interactions with our
brand

13. Using Zero & First-Party
Data Throughout the
Customer Lifecycle

14. What does this look like for your
brand?
14
It’s not one size fits all
There is an art form to tailoring your program to be truly customer first -
it’s dependent on your product, your consumers, your vendors, your
marketing team… the list goes on
The customer journey is not linear
Customers don’t cleanly move from one part of the ideal customer journey
to the next - it’s often messy, overlaps one another and is unique to each
user
1
2
Your data management is critical
Your strategy is only as good as the data you use to feed it.
You’ll need to not only ensure that your data is accurate, but
you’ll need internal alignment on your data strategy and the
necessary tools to support your goals.
3

15. Opportunities to acquire & activate zero and first-party
data throughout the customer lifecycle
Always audience first
Combine what you know about your audience, such
as their data and where they are at in the customer
journey along your unique offerings to create
tailored content for users.
And then ask ‘where else can I incorporate this’?
15
Onboarding
Engagement
Purchase
Retention
Loyalty
Reactivation

16. 16
Overlays
Preference
Centers
Email Address
Phone Number
Channel Subscription
Preferences / Interests
URL at Sign Up
Name
Demographics
Birthdays / Anniversaries
Onboarding data
collection

17. 17
Activating your onboarding data…
What else?
● Adjust content based upon
channel opt in
● Incorporate welcome offer into
other campaigns
● Use data to carry over to
campaigns outside of just your
onboarding series

18. Engagement data
collection
18
On-Site
Behavior
Marketing
Campaigns
URLs Clicked
Form Responses
Shared Items / Wishlists
Form
Submissions

19. Activating your engagement data…
19
What else?
● Incorporate engagement activity
such as back in stock, cart
abandonment details into other
batch / trigger campaigns
● Provide additional content
within triggers that is based
upon user’s actions and
engagement
● Use engagement to gather
insights into interests and speak
to those

20. 20
Items
In Cart
Cart
Behavior
Abandoned Carts
Items in Cart
Geographical Information
Customer Reviews
Shipping
Information
Purchase data
collection

21. 21
Activating your purchase data
What else?
● Showcase upsell / supporting
content based upon previous
purchase throughout flows and
batch campaigns
● Update imagery / products
featured based upon location /
weather
● Don’t overdo it and place
consumers in a box - interests
are fluid

22. 22
Customer
Service
Customer Feedback
Surveys
Support Conversations
Celebrations & Anniversaries
Loyalty Programs
Retention + Referral
Marketing
Campaigns
Subscriptions

23. Activating your retention + referral data
What else?
● Incorporate replenishment info
within other campaigns
● Showcase rewards / status /
acquisition tactics throughout
the user’s lifecycle

24. 24
What Now?
Always audience first
Proper planning and data collection ensures we’re able to better
leverage and collect first party data, while being cautious not to
push to collect data that isn’t useful or leveraged
Building with dynamic content
Use 1P data within campaigns to create a more personal 1:1
experience both within email, but with your other channels as
well.
Continue focus on data collection
Building with personalization in mind keeps us focused on
cleaner data taxonomy to be utilized for triggering workflow
events and usage in our campaign content in addition to
ensuring proper tag management/link tracking when available
1
2
3

25. Schedule Your
Consultation
with a D2C Expert

26. Q&A
KELLIE COLLINS
Associate Director, CRM &
Email

27. 27
Stay informed
on the future of
digital marketing
Visit our new content hub
➜

28. Thank you!

29. The 2022 D2C
Summit
DAY 1 - WEDNESDAY, APRIL 27TH
How to Succeed Across Channels with
Omnichannel Marketing
10am PT | 1pm ET
Consumer Data is a Treasure Trove
Put it to Use in Your Lifecycle Marketing
10:35am PT | 1:35pm ET
The Ecommerce Trends Every D2C Brand Needs to
Know
11:10am PT | 2:10pm ET
DAY 2 - THURSDAY, APRIL 28TH
Subscribe Now: How Subscriptions Can Drive
Recurring Revenue & Customer Loyalty
10am PT | 1pm ET
Beyond Email: How Loyalty Programs and SMS Can
Help You Win the Hearts and Minds of Consumers
10:35am PT | 1:35pm ET
Looking to Evolve your Business Beyond D2C? Here’s
the Playbook.
11:10am PT | 2:10pm ET