Personal information provided by a customer to a business without requirement—think preference center or polls—is known as zero party data. Customers, or even subscribers, who provide this information are typically doing so because of their comfort, trust and loyalty to a business, and to have their interactions with that business be personalized on their own terms.
Response Labs recently moderated an expert panel discussion on this topic as part of the 2021 Baltimore Innovation Week program. The discussion touched on the following key areas:
- Zero-party data compared to other forms of data collected and utilized for personalization in marketing
- The role of customer loyalty in collecting zero party data
- Customer expectations versus reality with personalization
- The real value to a business when using personalization in marketing.
As of today how more or less valuable is zero party data compared to other forms of data collected: third, second and first party data? Why? (2:50)
Do businesses or brands need a loyalty program these days? Is it table stakes? Why or why not? (12:13)
Given people aren’t always truthful with information they willingly and knowingly provide online, how can personalization of marketing based on this zero party data still be just as effective as personalization based on activity and behavior? (19:05)
How do businesses educate the average consumer, when most don’t even know what’s being tracked or understand it? What are some ways to be as transparent as possible? To earn and keep a customer’s trust? (23:36)
How do we see data policies playing out over the next handful of years? GDPR, CPRA, other states? iOS and Google updates, etc. Where is marketing going and how do you prepare? (28:54)
Beyond just marketing, as a consumer is it even possible to NOT provide personal data throughout the day? How does a consumer mitigate this risk? (33:05)
What advice would you offer entrepreneurs, marketers, or organizations considering a CRM or loyalty program? (37:24)
What is your “line in the sand” when it comes to consumer data, personalization & digital marketing? (44:29)
Panel of Zero Party Data and Personalization Experts
April Falcon Doss
Georgetown Institute for Technology Law and Policy at Georgetown University Law Center
Vice President, Customer Experience
HMR Weight Management Services
Manager, Loyalty and CSM Strategy
Chief Data Officer
April Falcon Doss
Executive Director, Georgetown University Law Center Institute for Technology Law and Policy
April brings a wealth of experience to our panel as the current Executive Director at the Georgetown University Law Center Institute for Technology Law and Policy, as well as having previously served as: Partner and Chair, Cybersecurity and Privacy Practice Group at Saul Ewing Arnstein & Lehr LLP; the former Associate General Counsel for Intelligence Law at the National Security Agency; and the former Senior Minority Counsel for the Russia Investigation, U.S. Senate Select Committee on Intelligence. She also recently authored a book, “Cyber Privacy: Who Has Your Data and Why You Should Care” (2020) and is the Co-Chair of The Big Data Committee, an ABA Science & Technology Law Section.
Vice President, Marketing & Experience Design, HMR Weight Management Services
Kristin is Vice President of Marketing & Experience Design for HMR Weight Management Services—a diet and lifestyle change program offered online and through hospital and health systems. She oversees HMR’s omni-channel customer experience strategy leading the team’s efforts to optimize every touchpoint that customers have with the brand to increase awareness and interest, customer satisfaction, program retention, and lifetime value. Before joining HMR, Kristin led the digital marketing strategy for South Shore Health where she used technology to drive patient growth, engagement, and brand loyalty.
Manager, CSM and Loyalty Strategy, Giant Food
Melanie is the Manager of CSM and Loyalty Strategy for Giant Food, a grocery brand that is part of the Ahold Delhaize family of brands, with stores in Maryland, Virginia, Delaware and Washington D.C. Since beginning her role in 2019, she has had the opportunity to help shape and launch the new Giant Flexible Rewards™ loyalty program. Melanie, along with her team, continues to strive for new ways to amplify their programs, while nurturing the loyalty relationships with their shoppers through personalization of offers and communications.
Chief Data Officer, DDB
Jatinder is tasked with spearheading data science innovation and thought leadership across DDB. At the core of delivering these services is Omni, an advanced technology platform that combines a powerful cultural insights engine with massively scaled data insights from first, second, and third-party sources, including several proprietary Omnicom data partnerships. Using its universal framework of connected data, connected intelligence, and connected experiences, DDB provides services that include data-driven product/service design, technology strategy and implementation, CRM/loyalty strategy and activation, predictive analytics, econometric and attribution modeling, AI & ML analytics, and digital experience design and development.