Driving conversions through personalized marketing has become much more difficult in our new era of privacy. The solution? Building a first-party data structure to create customer profiles through their entire lifecycle. In this webinar, we partner with customer engagement platform Braze to dive into how to create better customer profiles to drive your marketing—and your business.

1. Lifecycle
Marketing in a
First-Party World
Enhancing Customer Personalization
through Email Marketing

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by tomorrow
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3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 800+
3
*AdAge Best Places to Work 2019-2021

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

5. Our Speakers
JACKIE RIVERA
Strategist, CRM and Email
MAGITH NOOHUKHAN
Customer Engagement
Evangelist

6. Agenda
● The Key to Authentic Engagement: Utilizing
First Party Data
● First Party Data Collection & Uses
● What’s Next
6

7. How would you rate the personalization
in your email program?
● Excellent!
● It's ok, there's room for improvement
● Non-existent
POLL

8. Leading global brands use Braze to forge human connections with their
customers through relevant, memorable messaging experiences.
IN-APP
MESSAGES
SMS
EMAIL
MOBILE
PUSH
WEB PUSH
CONTENT
CARDS
WEBHOOKS IN-BROWSER
MESSAGES
Founded in 2011
NYC, LON, SF, SG, CHI, TYO
Global offices
700+
employees
1,000+
Customers
=
2.7B+
Monthly Active Users
=
1T Messages, 99.989%
Uptime
In 2020
Who We Serve

10. Most Important Drivers of Human Connection

11. 2.7x
Higher conversion rates for
messages triggered by user
behaviors
6.4x
Boost in engagement when
executing a cross-channel
strategy
31%
Conversion rate uplift when you
use personalized content in your
messaging strategy
Customers desire authentic engagement…and reward brands that deliver
72%
of consumers say that a
disconnected customer
experience is a reason to switch
to another brand
90%
of consumers are annoyed when
they receive messages that are
not personally relevant to them
67%
of consumers would be
more loyal to a brand that
demonstrates human connection

13. Personalized experiences
are built on first-party data

14. Leveraging Data For Smart
Segmentation

15. ACT
LISTEN
UNDERSTAND

16. First Party Data
Collection & Uses
First Party Data Strategy
16

17. Key
Strategies
● First Party Data Sources
● First Party Priority Acquisition
● First Party Priority Onboarding
● First Party Priority Profiles
● First Party Uses Across Channels
17

18. First Party Data Sources
Customer Profile
eCommerce CRM External Vendors
Purchases /
Conversions
Browse / Active on
Site / App
Reviews
Address / Name /
Various Demo
Clicks / Opens
Rewards / Referrals /
Social Engagement
CLV / AOV Predictive Analytics
Influencer /
Ambassador
18

19. Screenshot
Enriched Acquisition
WAYS TO ACQUIRE
• Individual Purchases
• Individual Subscribes
CAPTURE SMART
• Purchase capture will provide you with the most detailed
information and is the ideal scenario
• For individuals who do not purchase, make sure there is
a capture on your site
• To enrich this capture, choose a question that is relevant
to your program and can be used for segmentation
CAPTURE FAST
• Individuals are most likely to give you information at
point of sign up, as this is the point they are most
engaged
19

20. First Party Priority Acquisition
Current Capture
Capture tools focus on
email/SMS-only capture
● Email
● Mobile
Future Capture
Capture tools will focus
on multi-field capture &
account creation
● Email / Mobile
● Interest Tagging:
Behavior, Product,
Preference
● Account Sign Up
VS 20

21. Enriched Onboarding
WELCOME SUBSCRIBERS
Welcome journeys are a great place to collect key information about your subscribers. Tailoring the
Welcome messaging has always been important, but strategy is shifting to incorporate as much first party
data collection during this phase.
ONBOARDING JOURNEYS
• Purchaser Welcome
• Non-Purchaser Welcome
CONSIDERATIONS
Regardless of means of acquisition, the key is to collect as much information about subscribers as
possible in the onboarding phase. This timeframe is key for collecting information to get an individual to
convert - whether it is for the first time conversion or a repeat conversion.

22. First Party Priority Onboarding
Current Onboarding
Offer, social, brand story
focused
● Discount or Offer / First
Purchase Thank You
● About Us
● Product Categories &
Reviews
● Social Push
Future Onboarding
Prioritize stickiness with additional
subscriptions, data collection, and
loyalty value adds
● Loyalty Program
● App Downloads
● User Profile Creation
● Surveys / Quizzes
● Discount or Offer / First
Purchase Thank You
VS 22

23. Enriched
Customer
Profiles
FROM PREFERENCE CENTERS...
● Asking individuals to enter their preferences
voluntarily without incentive has a low
response rate
● Preference centers can still be used for
opt-down strategies and unsubscribes, but not
as a method for collecting customer
information
...TO DEDICATED ACCOUNTS
● Dedicated accounts can exist in many forms:
in app, on web, or within loyalty programs
● Asking users to create an account before or
after purchase improves stickiness, loyalty, and
enhances the customer profile
● Actions, such as liking accounts on social
media or entering a birthdate, can result in
points that can contribute to rewards, and help
you personalize your lifecycle

24. First Party Priority Profiles
Current Profiles
Profile Properties:
• Geolocation / IP
• Created Date
Behavioral Data:
• Active on Site
• Viewed Product
• Added to Cart / Abandoned
Cart
• Opened-Clicked-Converted on
Email
Future Profiles
Profile Properties & Key Dates:
• Purchaser Address
• Anniversary
• Birthday
• Created Date
• Date of First Purchase
• Expected Date of Next Order
• Predicted Number of Orders
• Predicted Gender
• Survey Data & Key Interests
Behavioral Data:
• Active & Abandon
• Clicked & Converted
• Reviewed Product
• Redeemed Loyalty Points
• Referred a Friend
• Engaged on social
VS 24

25. First Party Data Uses Across Channels
Use email messaging to
target search audiences,
driving site traffic
TARGET
Identify successful email
audiences and segments for
cross-channel use
IDENTIFY BUILD
Acquire new and foster existing email
contacts and use behaviors to create
new audiences and drive conversions
MEASURE
25
Cross Channel
Collaboration
Upload email customer lists for
match on Search & Shopping,
layer on subsequent similar
audience lists that become
available in Google Ads

26. Always pushing for more meaningful consumer experiences, leading
food delivery brand Grubhub wanted to create personalized
year-in-review emails for each diner. The email was customized
across 32 different attributes, giving diners an engaging rundown of
their ordering activity during thepast year. Using the Braze API to pull
in data directly from Grubhub’s data warehouse, the emails also
leveraged Braze dynamic personalization features to ensure that each
diner had a unique, highly relevant experience. The yearly summary
email saw a 100% increase in social media mentions year-over-year
and a 18% lift in word-of-mouth referrals to the app–all from a
campaign based on first-party data from Grubhub diners.
Grubhub Leveraged Dynamic Personalization to Increase Referrals
Source: Braze 2021 Global Customer Engagement Review
100%
INCREASE IN SOCIAL
MEDIA MENTIONS
18%
LIFT IN
WORD-OF-MOUTH
REFERRALS

27. What’s Next?
● Audit your existing data to determine gaps
● Identify key fields and events that align with
your goals and objectives
● Build strategies for acquiring new data and
utilizing existing data
● Create a roadmap and begin execution!

28. Schedule Your
Consultation
with an Email Expert

29. Q&A

30. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

31. Thank you!