The fastest-growing brands are investing in getting to know their customers’ personal preferences, needs, interests, shopping behaviors and other characteristics most relevant to the brand. Unlike behavioral and transactional data, this “trusted” first-party data (which Forrester terms zero-party data) is intentionally and proactively shared by consumers with the brand. And because trusted data has explicit meaning, it equips brands to fine-tune communications with individual customers and build more personal relationships, in order to grow sales.

1. Collecting and Activating Trusted Data
to Drive New and Repeat Sales

2. 2
Speaker
Wendell Lansford
Co-Founder
Wyng

3. Poll
Are you currently collecting
“first-party data”?

4. Agenda
- Trends driving the need for trusted data
- What trusted data is, and how it differs from other first-party data
- How brands overcome the challenge of scale
- Strategies for activating trusted data to drive new and repeat sales
4

5. Introduction to Wyng
5
Our mission is to help brands build honest, trusted
and profitable relationships with their customers.
We do this by providing a platform that helps brands
get to know their customers better, in order to serve
them more effectively and proactively.
We have over 250 customers, including 61 of the 100
Forbes' "World's Most Valuable Brands."

6. 6
"92% of leading marketers believe
using first-party data to continuously
build an understanding of what
people want is critical to growth."

7. Trends
7
- Identity proxies (probabilistic)
- Third-party data (acquired or rented)
- Consented? (maybe not)
- Inferred meaning (guesswork)
- One size fits all marketing
- Known identity (deterministic)
- First-party data (proprietary)
- Consented (GDPR/CCPA, permission-based)
- Explicit meaning (self-reported)
- Personalized marketing

8. 8

9. Grow your customer database
9
Unilever “plans to build a billion ‘one-to-one
relationships’ with consumers by investing
heavily in its own data”
"P&G showcased some products during CES this
year that would appear to address two of the
major challenges that CPG marketers struggle
with: knowing who their customers are and
establishing a direct relationship with them."

10. Enrich profiles with first-party data
10
- Ask for the exact data you want, like needs, wants and preferences
- Offer something of value in exchange for the data
- Trusted Data has explicit meaning — use it to personalize your marketing
- Record data at point-of-sale, like purchase history
- Track clicks and searches on your website
- Try to infer meaning from the data to improve marketing
NEW: TRUSTED DATA
TRANSACTIONAL & BEHAVIORAL DATA
Mostly limited to D2C e-commerce brands
Available to all brands, not just D2C
Forrester calls it Zero-Party Data:
“Firms spend millions of dollars a year on managing their
first-party data and acquiring third-party data. But most B2C
marketers are missing the most valuable data opportunity of
all: zero-party data.”

11. Example
11
Point your mobile camera here:
Or visit: https://preview.wyng.com/product-advisor

12. Example
12

13. Overcoming the challenge of scale
13
+ =+MICROEXPERIENCES
to request specific data
VARIETY
to request more data over time
TRUSTED DATA
at scale
VALUE EXCHANGE
for high conversion rates

14. Request data using microexperiences
14
VISUAL QUESTIONSFORMS
Microexperiences are mobile-first digital experiences, purpose-built to engage
and collect data from consumers on owned media, at specific moments.

15. Drive high conversion rates
15
Consumers are more than willing to share data if
it’s worth their while, and they trust the brand.
Utility: personalized recommendations, product
discovery, educational experiences and more
Offers: sampling, promo codes, coupons, instant
win, giveaways and other incentives
Exclusive access: participation caps, gated content
Entertainment: entertaining, gamified or fun
experiences

16. Confidential
Example: capture email
16
Use forms to convert anonymous audiences
into known contacts, by requesting email
addresses (and other data) in exchange for a
sample, coupon, promo code, or access to
exclusive content.

17. Confidential
Example: capture email
17
Optionally, verify purchases for
proof-of-purchase campaigns.
- “On pack” code validation
- UPC code validation
- Receipt upload

18. Confidential
Example: capture preferences
18
Use forms to collect preferences, needs,
conditions or other key data from your
customers and prospects.

19. Confidential
Example: capture preferences
19
Use visual questions to collect preferences,
needs, conditions or other key data from
your customers and prospects.

20. Confidential
Example: capture preferences
20
Optionally, pass external IDs (from an email,
website or app) into microexperiences to
collect data from known customers without
requiring them to submit a form.
Email
Link with encoded
Customer ID

21. Confidential
Example: capture intent
21
Collect trusted data with
microexperiences on website
Collect email, and join
it with trusted data
Retargeting, custom
audiences, lookalikes
Deliver a recommendation,
Buy Now link, and coupon
Enrich CRM profile;
trigger email

22. Measure and optimize
22

23. Activate trusted data
23
ACTIVATION EXAMPLES
● Trigger a personalized message
● Remarket after capturing intent
● Send email tailored to microsegments
● Retarget with more relevant ads
● Create custom audiences
● Personalize e-commerce shopping experiences
ACTIVATE COLLECT
INTEGRATE

24. Key Takeaways
24
Enrich
Profiles
Capture
Email
Personalize
Commerce
Grow customer database by
converting unknown audiences
into new, known contacts.
Get to know individual customer
needs, preferences and conditions
-- and enrich profiles across brands.
Activate data to spark discovery,
recommend products, trigger email,
remarket, or target audiences.

25. Contact us for a free consultation:
account.team@wyng.com

26. Live Q&A