The Value of Zero-Party Data and How Brands Large and Small Are Activating It

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This is a podcast episode titled, The Value of Zero-Party Data and How Brands Large and Small Are Activating It. The summary for this episode is: <p>Zero-party data (ZPD) is the rocket fuel for your relationship marketing efforts. With third-party data rapidly losing value, and potentially useless by the end of 2023, you need to shift to collecting data and insights directly from your addressable audience. This means understanding as many consumers as possible, as well as your existing customers, to deliver personalized experiences that put your products and services in the right light, with the right person at the right moment.&nbsp;</p><p><br></p><p>In this webinar we’ll explain what relationship marketing means and give an in depth explanation of ZPD. We’ll also share examples of how to develop a meaningful value exchange to collect ZPD, how to store and filter that data while using it in real-time to deliver hyper-personalized experiences that drive real revenue. You’ll see examples from brands large and small, with marketing teams that range from 3 people to 300. No matter your industry or size, we’ll arm you with actionable insights that you could start to implement immediately within your own relationship marketing strategy to drive real results.</p><p><br></p><p>See exactly how global brands like HGTV and PepsiCo. engage mass audiences as well as how multi-national retailer Smartbox uses ZPD experiences to lift engagement and revenue by 60%. We’ll also showcase how a three-person marketing team at a global sporting goods brand built a database of nearly 1 million consumers using value exchange experiences.</p><p><br></p><ul><li><strong>How the Marigold Experiences platform provides value</strong></li><li><strong>How to acquire consumers that aren’t yet customers</strong></li><li><strong>How to get as close to your customer as possible using ZPD</strong></li><li><strong>5 examples of ZPD Experiences in action</strong></li><li><strong>Simple personalization tactics that drive real revenue</strong></li><li><strong>How Smartbox increased sales 60% using a zero-party data strategy</strong></li></ul>
Our Agenda
01:22 MIN
What is Relationship Marketing?
01:45 MIN
Get these Ebooks!
01:23 MIN
How HGTV collected 110 million ZPD records
03:39 MIN
Good Guys digital wallet success story
01:41 MIN
Hills Pet Nutrition product recommendation tool
03:30 MIN
Men's Warehouse style finder and personalized emails
03:02 MIN
4 person marketing team drives 108k zero-party data entries
05:20 MIN
Key learnings in collecting zero-party data
03:22 MIN
How Experiences provides value across the entire business
01:24 MIN
How Pepsi Co. calculates the value of zero-party data
01:00 MIN
Retail product recommendation example
00:27 MIN
American Airlines lifts revenue with ZPD and email
00:34 MIN
Kiwibank poll meets consumer needs
01:13 MIN
How media and publishing can engage with Experiences and ZPD
02:18 MIN
Product videos, polls and building advocacy
01:04 MIN
Pepsi and Doritos packaging promotes ZPD collection
00:31 MIN
Amica Insurance uses ZPD to inform and engage
00:43 MIN
Smartbox lift revenue 60% with ZPD strategy
00:56 MIN
How to get Consumer Trends Index assets
00:41 MIN

Tim Glomb: Welcome, everyone, and today I am joined by Nick Watson. Nick, it's always great to see you.

Nick Watson: Good to see you. Thanks for having me again.

Tim Glomb: Of course, of course. Thank you everyone for coming and watching. This is basically our zero- party data webinar through the lens of our experiences platform. Our experiences platform is an amazing way to collect zero- party data at scale. We're going to show you some awesome examples of that. But first, I just wanted to run down the agenda for what you can expect in this particular webinar. We're going to start by explaining why we at Marigold are in the relationship marketing business, get closer to your customers, et cetera. We're going to define zero- party data because many of you have probably heard the term, some of you probably know what it means, but we're going to give a definition so we're on the same page. Then we're going to run through a few awesome examples of our experiences in action collecting zero- party data, product preferences, et cetera. These are examples that run the gamut from SMBs all the way up to major enterprise global brands and really were executed by both teams of four, marketing departments of four people, all the way up to probably 40 or more. Lastly, we're going to talk a little bit about some of the learnings across some of those key experiences we're going to show you, and then we'll give you just a quick look at our experiences lookbook and a few different formats of ways you can engage your customers and get into that zero- party data. How's that sound to you?

Nick Watson: Sounds good. Looking forward to it.

Tim Glomb: Cool. Well, look, why don't we talk about why we are in the relationship marketing business. At Marigold, that's what we are. We are a relationship marketing solution provider globally, we're here in London, but you've been collecting zero- party data forever, which is the backbone of relationship marketing, I mean, even before the term was coined.

Nick Watson: Exactly. I think the zero- party data concept, if you will, is about understanding someone better. If you understand someone better, you can have a better relationship with them. And then that follows through as a core across all parts of the customer life cycle through from acquisition through to engage and retain onto to really creating someone as a loyal customer as well.

Tim Glomb: Look, the keyword there is relationship. I'll give a definition of relationship marketing so we're all on the same page. We believe this to be the practice of growing long- term relationships directly with consumers, while understanding their true wants and needs to better deliver personalized products and services. We know from our client success, if you adopt this strategy, it will result in long- term loyalty and brand advocacy. I think you had a key word there, relationship and communication. It truly is getting brands to act as humans. If you and I were put together at a dinner party and a common friend introduced us, the conversation would probably be like, " Hey, what's your name? What do you do? Do you have a family? What do you like to do? What are your interests in hobbies?" That's what brands should be doing through the collection of zero- party data. It's a conversation.

Nick Watson: Exactly. Consumers are happy to engage at that level. They want to have a relationship with a brand in that way that feels like if you ask them a question, then they tell you something, that then you are going to use that back to better give them value as well.

Tim Glomb: Exactly. Better personalized products and services. Now, we can't dig in too deep on relationship marketing here, but we have great resources. In fact, this QR code will take you to our relationship marketing ebook where we explain the stages that Nick mentioned. You have to acquire consumers into your database, turn them into customers. You have to engage and personalize all of your channels and messaging with them. And then ultimately, you've got to retain them and build that brand loyalty. Go get this resource, but let's keep moving. The other thing I want to do is I want to define zero- party data. Again, you and I have been doing this well over a decade and smart marketers probably have been doing it for a long time, but we're going to define zero- party data as data that is shared explicitly to a brand directly from a consumer with the intent to deliver better brand experience. Now, I believe this is definitely gathered through a value exchange, but I truly believe it should include psychographic data that cannot be deduced or inferred. We're going to show some really awesome examples of that in here. By the way, we're not going to go deep on zero- party data, but we also have the Zero- Party Data Playbook. You should download that and go get it. Really understand the different types of data, third party, first party, second party, what do they all mean? How do they work together, and why is zero- party data differentiated? Go get that after this webinar. What do you say we dig in and show some awesome examples of the platform that you're heading up? The first one here is pretty simple, it's a sweepstakes survey hosted by HGTV, Discovery Communications. Can you take us through?

Nick Watson: Of course. I mean, not everybody might have the scale to give away a house like is the case here.

Tim Glomb: $2. 7 million home and it's a pretty nice value exchange.

Nick Watson: Exactly, it is, but the concepts are still true for whatever scale you have and whatever size you are as well. We've been working with HGTV, with Discovery for a number of years. The volume of entries that they're collecting is somewhere in the region of, say for example, for an experience like this, 110 million entries that they're taking. They are asking really key zero- party data questions as well. Whether that's just relation to what TV provider you have, for example, but then also things, maybe are you a home buyer or a renter. Important information for HGTV, for the brand themselves. But most importantly, it's about the monetization of that data and the partnerships, the sponsors, the advertisers that they're working with as well. In addition to the zero- party data they're collecting, they're collecting opt- ins for these partners, these advertisers as well. That's progressively. You come back and you enter once per day each day for the course of this particular experience. And each time you come back, there's more opt- ins to collect and there may be additional zero- party data questions that you can be asked as well.

Tim Glomb: Well, I have been a recipient of that from a consumer end, because this started, as you mentioned, years ago. I've entered, just getting into the user experience, I got amazing offers. I'm a homeowner, and you can imagine if they want to know, am I going to repair my roof or just paint the wall. Now, a renter would just paint their walls. They're not going to do roofing projects and thousands of dollars in home improvement. But I got amazing custom offers from some of their home improvement partners via email. It was awesome. By the way, there's some great stats behind this relationship with Discovery. In over three years, they've run more than 1, 500 experiences with us. A, you heard$ 110 million in one year for one home sweepstakes giveaway. Anybody who ever thought you can't collect zero- party data at scale, you're dead wrong. Now, it took$ 2. 5 million home giveaway, but still, they're probably monetizing to the point of tens of millions with their home improvement partners. But 1, 500 experiences, over two and a half billion views on their experiences, with nearly two billion zero- party data records collected today.

Nick Watson: Yeah, the scale is absolutely massive. For them, that means you have an audience across your TV channels, you don't really know who they are. This is the perfect opportunity to collect data on those people that are watching your programs. But unless they interact with you digitally or in another format, you have no way of connecting with them or monetizing the value of their viewership, if you will.

Tim Glomb: Look, we talked at the beginning in the definitions, getting data directly from consumer to you. You're alienating the Facebooks, the Googles, the walled gardens, but what really Discovery has done is created such an awesome value exchange. It's an always on thing now. They're constantly running sweepstakes. They've built their own walled garden of data. They know so much about their audience by simple sweepstakes and polls, and now they can monetize that, as you said, with advertisers down the lane. It's worth noting that this was a gold winner at the Internationalist Media Innovation Awards as well. Scale data, monetization, and some awards. Great one, but simple. Let's move on to another one. I like this one. The good guys are an electronics dealer down in Australia. Talk to me about this one because I know your team built this one out as well.

Nick Watson: This one was the simple point of purchase opportunity to get data. They had a new digital wallet feature that they were promoting, their point of sale. They had some signage, some QR codes, and there was an opportunity therefore for people to scan that and fill in what was a pretty simple form really. Ultimately, that immediately meant that someone would be able to be driven towards downloading and engaging and setting up the mobile wallet and receiving a particular specific bonus offer if they did that there and then as well.

Tim Glomb: I mean, this is great. Great use of billboards, point of purchase. I know the counter people were even encouraging, " Hey, you brought these items to the table. You're going to buy them. But hey, you can get this instant download." Great activation. Awesome. It's really important to inform your staff so that they've got buy- in and they can explain the promotion. This went so well that Google, because people were downloading the Google Wallet through the Google Drive ecosystem, Google caught us and was like, " Hey, what's going on? What's all this traffic about?" It was a great activation. I love that it was all realtime. I mean, the data integration was realtime, and also it gave the good guys another channel of engagement with their audience. It got people into their mobile wallet, which again, if you're listening to the signals, are they opening and engaging with your emails? Are they clicking on your website? Are they opening your app, digital wallet, another channel? Great promotion. Really, really good activation. This one I love because it's so simple to understand. There are people probably right now going, " Yeah, I'm in e- com. I'm a retailer. I'm distanced from my customers." But if you have a product, I don't care if you're just a retailer or the product manufacturer, Hill's Pet Nutrition had an awesome product selector. Can you walk me through a little bit of what's going on with this?

Nick Watson: What's lovely about this product selector was that it wasn't just about taking you towards some simple questions towards just the right product. Of course, it was doing that, but they added in the capability for you to put in. Once you'd identified whether you were talking about your dog or your cat, you had an opportunity to put in the name of your pet. Immediately personalized.

Tim Glomb: That's genius. Who's not going to open an email with a subject line with like, " Hey, Skippy needs more dog food." You're going to open that email.

Nick Watson: Absolutely. And then using that name back in the next question so that you can immediately become personal in that journey through as well. That's lovely. Asking about your pet's birthdate as well. That's another really nice thing to do. A great nugget of data that means that you can put a birthday offer, obviously not towards the pet owner, but the pet because this is what it's all about.

Tim Glomb: Now you have two birthday offers, one for the owner, one for the pet. That's genius too.

Nick Watson: There was zero- party data questions along the way that were really driving towards the right product. Importantly, they were also asking, were you already buying Hill's Pet products as well? Trying to guide you towards whether there maybe were other products you hadn't discovered, or if you'd said that you were buying another brand, it would lead you towards what's the right product from Hill's Pet.

Tim Glomb: That's basically using branch logic. At some point, quickly in the beginning of the survey, if you said, " Yes, I'm an existing customer, I already buy from you," your journey changed completely. They started asking which products are you buying, et cetera. If you were net new, you are now getting into the database. They're converting web traffic, organic web traffic, right into their database. Genius.

Nick Watson: The thing about this is that it's always on. Therefore, that's just sitting there constantly doing a job on many levels. It's giving you data. It's giving you obviously the engagement on the site that you might not get from a typical e- commerce website, and it's obviously driving you directly towards sales, trying to move someone on the pathway to the right product for them in that moment so that they will convert and they'll actually go and buy there and then.

Tim Glomb: Super smart. It's beautiful. Look, it gets down to that product recommendation level, which is smart. Because we know in our recent 2023 Consumer Trends Index, over 50% of global consumers are frustrated with irrelevant offers and promotions from brands. Hill's, they have customers or they have people in the database, they're not exactly sure what they need. They have to go out and just email offers. But if those offers are irrelevant, sometimes they turn them off. All brands have that problem. Putting this on their site. I also love that there were banner ads. They used their own inventory across the entire site to promote this product selector. Really, really good execution, beautiful, always on, et cetera.

Nick Watson: It's just also worth saying, actually, sorry to interrupt, Tim, that this was also cloned and localized across multiple markets as well. It's like take this once, tweak it, of course, based upon market preference or products, but the core of that is built and then localized across multiple markets.

Tim Glomb: I didn't even know that. Knowing our experiences platform, if you've never been in it, it's so easy to do some hard work, clone it and scale it out. In fact, we have some clients doing that hundreds of times. It's just speed and efficiency, get into market. This is fairly similar. We're going to move on over to Tailor Brands, the men's warehouse line. If you're not familiar with this, in America, I remember in high school you'd rent a tuxedo for your prom. You go in. You get fitted. They rent you a tuxedo for, whatever it was, 100 bucks for the weekend. You bought the insurance because you knew you were probably going to trash it. But this is an incredible conversion story, right? Set this up for me.

Nick Watson: What they were doing here was obviously, exactly to your point, people were typically renting suits and they're not necessarily coming back. What they wanted to do was run what they called a post rental survey so that you could come back and start telling them more about your style preferences so they could actually direct you towards the potential of products that you might then go on to buy from them instead, rather than just considering inaudible as a rental organization alone. It was, as you say, a virtual assistant of sorts. It was really trying to drive you on style finder, preference finder from that perspective.

Tim Glomb: I also love that because, look, some, especially young men, may not be very confident in fashion. They know they need to up their game, but they don't want to go in and talk to somebody and feel belittled or just not confident. Doing this virtually, allowing me to go in and answer some questions about my style, what I think I want, do I want to be fresh, technical, am I going to wear this all the time every day to the office, maybe I got a new job. It's a really great way digitally to educate, inform, and make people feel comfortable online.

Nick Watson: Yeah, exactly. And then that again, exactly like the Hill's Pet example, is driving you towards a recommended product that you could go and buy there then. But importantly, look, we all know you don't necessarily make a decision just like that with a piece of clothing necessarily. Actually the key part of this was the post entry email that they then sent. Truly personalized based on the recommendation that you got helping to nurture you and drive you back to the site knowing that this was something that would be relevant to you based upon the data you already provided, what you'd said, whether that is about your style preferences, or when you're wanting to wear things as well. Obviously that opportunity isn't just for the recommended products you got there and then, but other associated products or similar products as well.

Tim Glomb: Accessories as well. You can imagine how this could be promoted in a complete national or even global campaign. You could start to get people who are searching for suits, for men's wear, whatever it might be, get them into this product selector. It's a great first touch for the brand, awesome experience, beautiful, et cetera. Those personalized emails are everything, because you've got them in your database. As we mentioned, there's no algorithm in the way. There's no censorship. You start running banner ads. Banner ads, by the way, email beats banner ads globally by 108%. We saw that in the Consumer Trends this year. And in fact, in the US, email is 139% more effective than a banner ad. If you're out there advertising your products and services, email is going to be better. If you can get them in, get their email address, you have multiple at bats for really pennies on the dollar looking at email. I love it. Let's keep moving. We've got one other. This one's fairly intricate. I'm close to this because this brand I know and love and I've consulted for a while, a BT sweep survey. Like HGTV, but this is a smaller company. They have a marketing department of four people, four people total, and that includes a designer, a brand manager. Not a lot of people here. Think about that when we explain this one. I'm going to go through this. Essentially, BT is an outdoor equipment manufacturer for recreation. They created a national promotion, used all of their channels, and the value exchange was a chance to win a trip with a huge celebrity in the outdoor space. Now, in America, we have 105 million Americans that recreate outside, hunting, fishing, camping, all of that. BT doubled down. They used their TV spots. They used all of their print ads. They used 3, 000 independent local dealers across the nation, North America. They hung posters in the wall that had QR codes and short codes for SMS. The activation to promote this sweepstakes was awesome. They went all in, not knowing what would happen Once you got into the experience, as you can see here, they asked really amazing questions. I'm going to say it, they kind of go for the throat. They risk it all here and say, " Hey, look, in our products, what's the number one attribute that you care about?" They got that information in. They asked, hey, do you own a competing brand? Which one? Why do you own that brand? They asked, what's the one thing you would change next time you go to buy your next archery bow? And then even, what budget do you have? Are you at the low end spectrum or at the high end? This is incredibly important for this company because they have an average four- year life cycle. People aren't buying these things every week, every month, even every year, it was every four years, and their average product price is$1, 000. You only get one at bat. To do this big promotion was fairly risky, but the results were amazing. 108,000 entries over four months. I thought this stat was awesome. I know you're going to talk about this a little later after this slide, but 81% of those entrants offered a mobile phone number, which was only an optional field. It wasn't required. That was also awesome. Not only did they get amazing market research, 108,000 people leaned forward and said this is the most important attribute, it informed their product development. In fact, their engineering department wasn't totally in aligned with what the market wanted. They were going to build something that featured a different attribute. Awesome market research. And then clearly, you're all marketers. If you're watching this and you're already with us, you know what they could do. They now have a million ways to displace via email, SMS, and even advertising, displace the brand that the person said that they owned. They told them, " Hey, I own this other competing brand B, and this is the one thing I'd change on that product." Easy way to chip away with email, level up the BT product against theirs. The budget recommendations were huge. Now, they knew exactly what product to offer you based on your budget. There's no guesswork involved. Some other impressive results here. They saw a 50% market share lift. That's crazy. The CEO was ecstatic about this. The other thing I thought was incredibly important, 70% of the entrance did not own a BT product. Talk about Trojan horsing and getting your competitor's customers into your database with all this information they asked. It was awesome. It only cost$ 20,000 to actually create the value exchange, the trip, the insurance, the logistics, et cetera. Hundreds of thousands of dollars were built on the back of this through email campaigns, smarter advertising. BT's great. They have over 500 experiences to date mainly because this went so well. They have it always on. Like we talked about at Hill's and the other examples, it's all over the website. There's tons of ways to interact. They have post- purchase surveys, all kinds of ways to collect that zero- party data across their seven brands. It's an amazing story. I'm sorry I talked so long about it, but I'm so passionate about it because it worked really, really well.

Nick Watson: I think it's that understanding that you talk to your customers, but you also talk to your prospective customers. They may never have even considered BT as a brander before, but they engaged because they had a passion around this and they were interested in the value exchange. In that moment, because you've worked hard not to just get a sign up or an opt- in that might be the table stakes, if you will, but because you've got real valuable data, that then enriches the possibilities of what happens next, whether it's through the product strategy or whether it's through your personalized marketing app.

Tim Glomb: You're absolutely right. The outdoor space is a very passionate space and you draw conclusions. Maybe you inherited the brand that your dad or your uncle or your friends used and you are. You're like, " Nah, I don't want to go with that other brand. BT, they don't fit me." But when you have that value exchange and you start to give up the information, the brand now can change the conversation. They can put themselves in the light you've never thought about before. Great, great experience. I'm happy to talk to anybody about how that went down because like I said, they've done hundreds of experiences very similar. I wish I could highlight them all, but we can't. But Nick, those are some examples. Before we get to just looking through our lookbook very quickly and other format ideas, photo contests, et cetera, what are we learning from this? You're the head of the experiences product. You've seen clients do amazing things. How do we sum up some of the bigger parts of these?

Nick Watson: There's a few things that are probably worth talking about. The first is actually what we haven't discussed yet is you have to earn the right to get an opt- in. Therefore, in order to use that data, you need people to be opted in. An important point is think about the language that you're using when you're asking for an opt- in, because don't just allow your legal team to give you some dry legal text. Show the consumer as they're signing up and they have the option to opt- in what's the value to them, what is it that they're going to get. Keep it language that is positive about the personalized recommendations, the exclusive offers that they can get. And that is really, really important because you need that box ticked, if you will, in order to then be able to start engaging them and build that relationship. That's another one. The other one is just exactly to this point about zero- party data and making sure you ask those questions. Do ask. I think Tim touched on the fact that there was an optional mobile number question on the BT experience. Well, if you just ask some simple zero- party data questions, you will find that people will ask them even if you make them optional. A major CPG that we work with as well, they're seeing roughly, it aligns exactly with your stats, about 82% of those people that took part in what was a gamified sweepstake added the zero- party data points and answered the questions for those that entered as well. Rather than just getting a signup and hopefully an opt- in, they got a sign up, an opt- in, and they understood some of their preferences around sustainability and taste preferences, because this was around food preferences as well. That's another really, really important thing as well. The other thing to think about is if you've got data scientists and they're saying we've got a trove of data across our web properties, for example, everything people have bought, everything that they've clicked on, and through that they've done some analysis and put people into segments, that's great and that's rich information, and that's important information to have. Use your zero- party data question to reinforce or to disagree with that segmentation potentially. If you ask somebody the question that's directly related, whether it's do you have a family, let's just say, you've inferred that they've got a family through what they've browsed or what they've bought, but you actually ask them about do they have children or about their family, you can use that to analyze what's the quality of the rest of your segmentation going on the big data side of things, if you will. There's a good opportunity there.

Tim Glomb: It's worth noting there. And by the way, our friend Zuckerberg at Facebook, this is exactly what they're doing. It's not about an inference. They want to know, do you have a family? Oh, yeah. You have 2. 5 children? Okay, cool, we got that. We're going to go monetize that. It's worth noting.

Nick Watson: Exactly, exactly. I think through all of this, let's talk about the Hill's Pet example, the cloning, the localizing, it's about why use a platform to do these things? It's about scale. It's about the ability to do it quickly and easily without having to go to your product team and put it in the queue with all the other stuff that they need to do, or to an agency that's going to do you an awesome one- off thing, but it's just that, it's one- off. It's not repeatable unless you go and ask them to build it again for you as well. That really is important.

Tim Glomb: I'll add to that, because I was a client. Before I joined the company here at Marigold, I was a client using this platform, specifically the experiences platform. You want to talk about security. I mean, we work with some of the largest brands in the world, so it's a secure platform. It's got real- time capabilities of getting that data where you need so that you can instantly get that personalized email offer, SMS, even inform your ad spends. The scalability of the experiences platform is tremendous. When you work with huge companies like Disney, ABC Entertainment, it's vetted.

Nick Watson: Absolutely. And then there's one final part, we've talked about data, but we did touch on the additional value that you get through running these experiences. The core of them is about collecting the data, but the next thing to consider is who are your colleagues who are going to care about what KPIs you can help them hit by running this experience? Let's think about whether it's about brand awareness, or whether it's engagement metrics, whether it's, of course, revenue or sales directly attributed to an experience as well. If it's the zero- party data that really matters to you is you get that data. You have the opportunity to do something with it. Think about how you can work across your organization and where the value is. Rather than, again, thinking of just maybe a one and done, think about these always on experiences, where's the value for other parts of the organization, and also where's the value, of course, for yourself as well to hit your own goals and KPIs.

Tim Glomb: I'll go deeper there because I sat in this room a few months ago with Chris Muscutt, who was head of MarTech at PepsiCo at the time, and his job was to understand how to get everyone else in the organization to say yes to a campaign. We're going to show a Pepsi example here, but he literally got down to, hey, here's the value of a particular question's answer. An email address is worth X to the business. Their favorite flavor is worth Y. There are ways you can go to your colleagues, go to your boss and say, " I want to do this because it's going to inform the larger business unit, not just engage the audience, not just get some eyeballs and metrics, vanity metrics." Like BT, it informed their product strategy. All of this is aggregate market research that you can use to get yeses from your colleagues in other departments. And by the way, you can go see that session. There's a QR code right here. Go see that. Chris is an incredibly intelligent guy. He's been using the experiences platform for years under multiple brands. Good conversation. You should check that one out. I wanted to show a few different things here. Number one, here's another American clothing brand that really relates with millennials and Gen Z. Some amazing stats. They use this product selector. Typically, it was a denim survey. What kind of jeans are you into? We lifted engagement tremendously for them, an 8. 8% read rate without our preference personalization, the zero- party data we collected. We jumped that to 18.7%. Great. American Airlines, I did a story with them. Again, another QR code for you. Erin Lomers, really, really intelligent woman over American Airlines. Very simple. It was basically they identified their high value customers in the American AAdvantage loyalty program. They emailed them a three question survey. They offered 500 bonus points if you converted. 84% of the people who saw the offer converted, went through, took the three questions, and then there were personalized emails waiting in the wing. Lifted revenue there. You got to go watch the session to find out how much we lifted that revenue. Kiwibank, Nick, I think you've talked about this one before, because finserv isn't typically, I'm going to say it, it's not a super sexy category, but this was a great example. Give us a short summation of what Kiwibank did.

Nick Watson: Well, this is the exact example whereby asking someone along the way can give them an outcome that's related to them. People are always interested in finding out where they fit, whether it is your money self, as in this example here. Just because it's about money, in fact, if it's about money, people are even more interested. They want to think to reinforce or to think about, well, that is the type of person I am, I like to spend. Therefore, how can I help to maybe spend less and save more? And then that can put you into that category and recommend some products for you as well. That type of experience, just because it's about something financial doesn't mean that people won't want to partake in it as well.

Tim Glomb: I mean, look, 145, 000 entries with a 75% conversion rate, people were interested. What I loved about it being a content guy, they had incredible email nurtured content fed back to you. If you said you were an ultra saver or you needed help saving or somewhere in the middle, you had a really custom tailored content feed that align with their products and services. I couldn't bank with them because I was in America, but amazing. The Kiwis did a great job there. Look, media and publishing, that's a huge category for us. If readership and digital eyeballs are your business and content is your business, there are a million ways you can use experiences to, A, further engage beyond a story or piece of content, B, get some feedback on a particular topic. Imagine if your news of the day and you could ask two, three questions like, hey, did this resonate? What's your voice? What's your opinion? This politician did something horrible. What do you think? The balloon that flew over America. Do you think it was aliens or China? Whatever it might be. You can engage, you can get that information, and then use that maybe as content for the next day. Get them to come back. But also, I know you're a huge proponent and strategist to help some of these media brands monetize that, right?

Nick Watson: Yeah. In an example like this one here, you're talking about a watch and win. If you've got an advertiser, what do they want people to do? They want people to watch their content. This is forcing the consumer to have to watch through the whole of the video, the ad that is created, in this instance here, for a particular tourism board. And then at the end of it, you ask a question to make sure someone's actually watched it as well that's related to the content, and then you can get people to sign up. I think it's things like this disengagement mechanic that is both engaging for the consumer, but also offering value in this instance to the advertiser themselves, and therefore it's a benefit to the media company to offer this. I would also say that brands themselves can use the concept of watch and win, if you will, or watch and reward. A major CPG organization that we work with, they've just launched a loyalty program, if you will. You can watch and ad across social, for example, across paid channels, YouTube, across Meta, and then at the end of that, it asks you with a call to action to come and claim your reward. You go through to the site that we built using experiences and our loyalty product as well, and you can pick up a reward there. But most importantly, it's not just a one- off reward. You go in and then there's a whole load of other video ad brand content. The more that you watch it, the more that you can build up rewards, and then you can get to a total, and then check out and get even bigger rewards. In this instance, it's either a contribution to a partner that's related to the brand like a charity, or it's also coupons so you can go and get money off your favorite products in store as well.

Tim Glomb: It's an entire journey. I know BT still uses this. They launched their flagship products in the fall, one product every year. They go through all this painstaking work, a lot of you can empathize with this, painstaking work to create a product video that's beautiful, a lot of money behind it. And then they use the watch and win to make sure everyone watches their new product and then has a chance to win it or some other value or some other experience. Huge, huge Trojan horse. Great one. Look, we also have photo sweepstakes. We talked a lot about just getting people to answer questions. You can have user- generated content. You could have people uploading their own photos. They could be voting on things. There's a ton. I think there's 80 different experiences in the library for our platform?

Nick Watson: These are the perfect ones. If you've got people who love your brand and actually they're possibly out there already posting this content, well, jump on that and be part of that story, because that advocacy content is super powerful to drive sales, but also to build that community, the sense of the community that there is more than just this product. There's a load of people who are enjoying, in this instance, a certain lifestyle that's associated with it as well. It's perfect.

Tim Glomb: It's awesome. All right, look, we only have a couple more to round it out. PepsiCo and Doritos, I like this one because it's using product packaging. BT does the same. They put hang tags on all their bows. When you walk into a store, even before you buy it, if you're not going to buy it, they have a QR code and a big value exchange on a hang tag so you can engage with the brand without dropping$ 1, 000. Here's what Pepsi did. They use their bag across the Doritos product. Just an awesome engagement. It's a simple sweepstakes. They do a ton of this. Again, go watch that session with Chris. Moving on, Amica, again, insurance, not always super sexy, but this was a great winter weather quiz. Great engagement to create for your existing and maybe net new choir people. Ask them some questions about their winter weather preparation and then give them a content feed.

Nick Watson: Even if you're working in B2B, there is no reason. We're all people and we're all consumers. Whether you're a business selling to a business or a business selling to a consumer, we all want to be engaged in the same way, have some value, be given some content that's relevant based upon the answers that we've given as well.

Tim Glomb: It keeps you close to their customer, and it keeps you top of mind. Especially for insurance, you don't think about them until you need them, or your renewal bill comes in. This is a great way to engage them between those 10 polls. Keep them happy. The last one we're going to show is Smartbox. This is very simple. If any of you, your heads are spinning going, " Wow, this all sounds great, but where do I start?" Smartbox is a great example. It's an online experience retailer. They sell awesome experiences. You can buy dinners, trips, all kinds of things, give them as gift, use them yourself. They had millions of people on their database and many of them have lapsed. Because again, they only buy a gift once a year for their brother, their mother, whomever it might be. They went to their unengaged audience, offered a value exchange of sweepstakes, got some collection, zero- party data collection to personalize, and then the results were amazing. They won back 60% of their unengaged audience, got them back in the mix, and then they lifted revenue with those people, 61%. Total revenue lift, 61% in one year. There's a great QR code right here. I sat down down with Gayle. There's a full session on how they did it, why they did it, and how it's changed their business. Also, you have to get our 2023 Consumer Trends Index, 10,000 global consumers polled in 10 different countries, multiple versions of the report. What do they care about when it comes to messaging, SMS, email? How are they using their mobile phones to research in and out of a store? How does it determine purchase decision? What is driving brand loyalty and retention, data privacy? It's a huge report. You got to get that right now. There's multiple versions, US, AMEA version, UK version, global version. So much, so much. We appreciate you coming. Call Nick and his crew. He'll explain the experiences packaged to you, all the great things your creative services team do as well.

Nick Watson: Good to see you again, Tim. Thanks for having me.

Tim Glomb: We'll do it again soon. Thanks for watching.


Zero-party data (ZPD) is the rocket fuel for your relationship marketing efforts. With third-party data rapidly losing value, and potentially useless by the end of 2023, you need to shift to collecting data and insights directly from your addressable audience. This means understanding as many consumers as possible, as well as your existing customers, to deliver personalized experiences that put your products and services in the right light, with the right person at the right moment. 

In this webinar we’ll explain what relationship marketing means and give an in depth explanation of ZPD. We’ll also share examples of how to develop a meaningful value exchange to collect ZPD, how to store and filter that data while using it in real-time to deliver hyper-personalized experiences that drive real revenue. You’ll see examples from brands large and small, with marketing teams that range from 3 people to 300. No matter your industry or size, we’ll arm you with actionable insights that you could start to implement immediately within your own relationship marketing strategy to drive real results.

See exactly how global brands like HGTV and PepsiCo. engage mass audiences as well as how multi-national retailer Smartbox uses ZPD experiences to lift engagement and revenue by 60%. We’ll also showcase how a three-person marketing team at a global sporting goods brand built a database of nearly 1 million consumers using value exchange experiences.

  • How the Marigold Experiences platform provides value
  • How to acquire consumers that aren’t yet customers
  • How to get as close to your customer as possible using ZPD
  • 5 examples of ZPD Experiences in action
  • Simple personalization tactics that drive real revenue
  • How Smartbox increased sales 60% using a zero-party data strategy

Today's Guests

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Tim Glomb

|Global VP Content at Marigold
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Nick Watson

|VP, Client Success EMEA at Marigold