The Future of the Web is here – are your marketing efforts keeping up? In this series, we dove deep into what the Future of the Web looks like, including the critical areas of: unified measurement, collecting and utilizing first-party data, and an agile mobile strategy.

1. The Future of the
Web Expert Series
What Does the Future of the Web Look Like?
10am PT | 1pm ET
The Future of the Web Requires Unified Measurement
10:35am PT | 1:35pm ET
The Future of the Web Will Be Driven by First-Party Data
11:10am PT| 2:10pm ET
The Future of the Web Is Mobile
11:45am PT | 2:45pm ET
Data Privacy, Unified Measurement, 1P
Data & Mobile

2. The Future of the
Web Will Be Driven
by First-Party Data

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by tomorrow
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 Speakers
KELLIE COLLINS
Associate Director, CRM &
Email
PRASID PATHAK
Partner Marketing Lead
JIMMY DEPETRO
Director of Engineering
MARK FILLMORE
Group VP of Earned &
Owned Media

7. Agenda
● Why First Party Data
● Making the Most of Your Data
● Managing Data & Privacy Changes
● How to Integrate Into Your Lifecycle
Marketing
● Q&A
7

8. What is your biggest challenge with
utilizing 1P data?
● Managing the data you have available
● Using the data throughout your marketing strategy
● Understanding how the data intersects w/ privacy
changes
● Other - let us know in the chat!
POLL

9. Why First Party Data
9

10. Zero Party Data
What is it?
Data that is collected directly from your
audience that they intentionally and
proactively share with you
How do I get it?
● Survey responses
● Quizzes
● Contests
● Polls
● Registration forms
● Social media
● Preference centers
● Email interactions
● In-store interactions
● Customer support 10

11. First Party Data
What is it?
Data derived from actions and behaviors
users have taken with your brand
How do I get it?
● Website activities
● In-app activities
● Engagement within marketing
campaigns
● Loyalty programs
● POS systems
11

12. Why are we talking about this?
12
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.
Become Better
Marketers
Continue to push the envelope
and evolve. Lean more into
automation and rely less on
the ‘batch and blast’ mentality
to drive more results for your
brand
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.

13. What can you do to future-proof?
13
Start this process NOW
Creating your data strategy takes time. It requires vetting vendors, buy in
from internal stakeholders, alignment on structure and strategy,
integrations, you name it. You have time if you start now!
Work with what you have NOW
Don’t wait for perfection to start integrating more zero and first party data into your
lifecycle strategy. Using the data and resources you have available now to move the
needle and begin learning what your customers respond to.
1
2
Get a handle on your data NOW
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

14. Making the Most of Your
Data
14

15. 15
Companies want to be customer-first
Analytics
Email
Ads
CRM
Support

16. 16
API Layer
Real-time
Pipeline
Raw Storage
ETL Job
SQL Data
Warehouse
ETL Job
HDFS
Schema
Management
Task Schedule
Transform
Worker
Raw Data
Format
Being customer-first is a data problem

17. 17
How to activate customer data
Govern
Sources
Website
Mobile
Server
Cloud Apps
Destinations
Customer Engagement
`Repeat Purchase`
`Special Offer’
Synthesize
Activate
Connect
Destinations
Analytics/AB Testing/
Marketing/CRM
Data Lakes/
Data Warehouses
Storage Destinations
Customer
Profile
Feeds Data Back to Profile
FB
Messenger
Web
Chat Mobile
Voice
Email
SMS Video WhatsApp

18. Managing Data and
Privacy Changes
A Look Behind the Curtain

19. Wag!’s Marketing Approach
19
Avoid email blasts.
Target users at the best paw-sible time and channel.
Target based off actions the user has or has not taken.
Single source of truth for all data, security and integrations.
CCPA compliance was a “walk in the park”.
Eliminated analytical bottlenecks across the organization.
Countless MarTech systems to maintain and monitor.
Complex integrations.
No central source of truth for data.

20. 20
Govern Data, then Activate Data
personalized
email content
email tool

21. How to Integrate into Your
Lifecycle Marketing

22. Leveraging zero & first-party data through your
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.
22
Awareness
Consideration
Intent
Purchase
Loyalty
Reactivation

23. Educate Winback Retention Upsell
How Wag! Uses Data
Send education around
Wag! Services and
subscriptions for new Pet
Parents to help build that
trust for their fur-babies.
Automatically credit Pet
Parents before they churn
to keep them engaged on
the platform
Send monthly and annual
recaps of their Pet’s
performance, photos and
5 star ratings to keep our
Pet Parents engaged.
Upsell high value Pet
Parents to Wag!
subscriptions at the best
paw-sible time and
channel.

24. Acquisition
24
Welcome
When a user is most
engaged, use the
opportunity to drive
more data acquisition to
create a more impactful
user experience

25. Post Purchase
25
Upsell
Use your audience’s
recent purchase data to
provide them with other
products that they may
find useful

26. Retention
26
Year in Review
Find fun and unique
ways to feature what
you know about the user
to create engaging and
shareable content

27. Reactivation
27
Winback
Using previous purchase
or engagement data,
provide the right content
at the right time to get
them back

28. 28
What now?
Start NOW
Review where your program is at now and where you want your
program to be to create a roadmap of what’s necessary to get
you there. In the meantime…
Focus on your audience’s lifecycle
Use what you have to begin adjusting the content you are
serving your audience and testing into what users are
responding to.
Contact Tinuiti and Segment to kick
start or optimize your program and
Wag! to optimize your dog walks.
1
2
3

29. Schedule Your
Consultation
with a First-Party
Data Expert

30. Q&A PRASID PATHAK
Partner Marketing Lead
JIMMY DEPETRO
Director of Engineering
MARK FILLMORE
Group VP of Earned
& Owned Media
KELLIE COLLINS
Associate Director,
CRM & Email

32. Thank you!

33. The Future of the
Web Expert Series
What Does the Future of the Web Look Like?
10am PT | 1pm ET
The Future of the Web Requires Unified Measurement
10:35am PT | 1:35pm ET
The Future of the Web Will Be Driven by First-Party Data
11:10am PT| 2:10pm ET
The Future of the Web Is Mobile
11:45am PT | 2:45pm ET
Data Privacy, Unified Measurement, 1P
Data & Mobile