Future Future Your Strategy Data Ecommerc

We all know that customer data is like gold – with one exception: you can’t mine it, you have to Earn it. Surprisingly, very few brands really understand data and even less know how to use their full potential.

During the pandemic we have seen a significant increase in online sales. What would usually take years to achieve in normal, non -integrally demanding circumstances, occurred in months. Suddenly, the brands have had a lot of access to more customers than ever – collected from new buyers, touch points and transactions.

These brands, however, lacked systems, models and strategies, as putting their data to work, making it more difficult to gain valuable knowledge that could shape better personalization, intelligent targeting and excellent customer experience.

Today, businesses have begun to catch up, but many are still struggling with changing consumers’ regulations and behavior.

Businesses must consider how much loads have been included in obtaining third -party data to prevent its use and availability. In 2020, much stricter personal data protection laws were enforced to intervene how companies collect and use people data.

This particularly influenced advertisers because they were extremely associated with monitoring consumers with third -party cookies. The shift to the Internet has gained dynamics.

GDPR may have kicked a conversation, but moves like Google as a gradual removal of third -party cookies and an increase in user selection in the browser settings: Data ownership now sits with the consumer.

In 2024, Google introduced improved tools to transparen to cookies that required users to log in before watching via the website. At the same time, they became the default browsers and blockers of the first privacy ads, which further disrupts how many third -party data are available to the brands.

This is a challenge for electronic traders. The Adobe 2023 Adobe study found that 75% of traders were still on third -party cookies and stressed how many dependent data were on external data for targeting, segmentation and assignment.

Another objection to consider is the mess and risk of third parties. Because it comes from external brokers who buy and repackage data from different sources, there is a risk that it will be low quality: the data could be outdated, inaccurate or irrelevant to customers.

Or this could be a high risk that could violate the expectations or privacy regulations if abused. And let’s face it, most of us appreciate privacy and would rather not let our personal information transfer without our consent. So it is no surprise that 38% of British shoppers are now rejecting third -party cookies, as consumers are increasingly not impressed.

Since more large technology companies such as Google, Apple and Meta are tightening a clue when accessing data, it is harder for companies to collect, sell or share third -party data as freely as they used to be.

But it is not all destruction and darkness. Third -party cookies do not mean the end of personalized trade, but rather a shift towards something better.

The zero side data was considered to be a new golden ticket for digital marketing -looking fuel that they need to personalize content, customize messages, and create first -class customers experience. However, in order to really understand its potential, we need to understand the difference between zero and the first parties.

What are zero parties?

Zero side data is information that customers actively and intentionally share through interactions such as quizzes or public opinion surveys.

What are the first party data?

First Party data is information that is passively collected through customer interactions with brand touch and channel points such as product display and purchasing history.

The use of both provides electronic trading brands with a competitive advantage and reliably reveals preferences, interests and habits of your customers in a way that is fully compatible. And payday? Shoppers Note: Since 73% of customers expect personalized experiences, 41% are more likely to buy from the brands that supply them.

According to Saja Bharwani, Chief Director of Acuityads Strategy:

“There is no doubt that first -party data would be very advantageous for targeting and measurement in the absence of third -party cookies. Unfortunately, most brands do not have legitimate reasons for often interacting with their potential customers unless they create new content, solutions and services that consumers would appreciate in exchange for the first party.

If third-party cookies disappear-what is possible-tags that already collect first-party data directly from their customers have a huge advantage. However, as Bharwani says, most brands naturally do not interact with their customers often enough to collect these data.

Companies must Earn it By creating valuable compromises, such as useful content or service, customers feel willing to replace their data. Here are some examples of engagement used to collect zero and first party data:

• Voting on websites, quizzes and questionnaires.
• Information newslets with tips and discounts.
• Registering your account in exchange for rewards.
• Local content related to your product categories.
• Tools for product recommendations and chatbots.
• Marketing, web and application analysts.

There are many ways to adapt to new normal data collection and insight. Here are three proven procedures to help you make the most of your electronic trading data.

1. Power Smarter Personalization with First Party Data

For electronic trading businesses, there is a real opportunity to create a more efficient personalization. They can do this by collecting relevant first -party data.

At a time when all the data is the same (and what is more important if all data are not useful), the key to the prosperous world after feeling focused on the data that are:

• Meaningful: The signs should try to collect knowledge that will allow them to create relevant experiences from adding values.
• Transparent: Businesses should be in advance with customers and tell them what they gather and why. After all, trust is a currency.
• Consent Management: We should only collect the data we need to improve customer experience and provide customer control to share what they are comfortable with.
• Relevant: Prefer the quality over the quantity. Personalized reports always beat wide moves.

2. Ensure data consistency across the stack of technical electronic trading

If third -party cookies have once decided that the most valuable data lives in systems you actually control, today’s most valuable data. This includes your store, CRM, E -mail and SMS platforms that can be activated to provide personalization on a scale without watching users on a wider site.

The shift in the first party data also means doubling on your owned channels: platforms and touch points, where you have direct, agreed access to the audience. For electronic trading businesses, it opens new opportunities to collect meaningful knowledge, strengthen relationships and provide personal experience.

Here are several key areas you can focus on:

Encourage the creation of accounts and login

Calling customers to create an account (rather than login as a guest) allows you to access richer data. The key is to ask for enough information to provide a personalized experience without overloading users with unnecessary fields. A simplified registration process associated with a clear value (such as stored preferences, order history or faster cash register) can transform occasional visitors into long -term customers.

Return to the basics and ask

The easiest way to understand your customers is sometimes to ask them directly. Short surveys, feedback after purchasing and on -site quizzes can be powerful zero parties.

Create a loyalty program with a real value

Loyalty programs are a powerful source of behavioral and preferential insight. When customers deal with rewards, refer to friends or choose adapted offers, they tell you what they care about.

Loyalty, served through several channels (including e-mails, SMS and account experiences), can help you create a deeper connection while constantly improving customer segments.

3. Use AI to fill in the blanks

Even with the strongest data strategy of the first party in the world inevitably, some gaps remain. This is where AI can really pick up. Today’s AI predictive tools allow businesses to model and predict customers’ behavior without having to watch users on an open site.

Predictive AI helps bridge this gap by analyzing the data you already have (such as past purchases, viewing habits and engagement formulas), and their use to predict probable future events. This may include things like designing another best product or identification where the customer can be ready to buy again.

However, predictive AI actually comes in itself when it feeds on rich data based on permission. By combining zero side knowledge (for example, deliberately shared preferences and feedback) with the first page behavior (such as clicks, opening and purchasing history), AI can generate content and recommendations that feel deeply relevant to each individual.

This approach allows you to maintain a high level of personalization while maintaining transparent, respecting and agreed to use data.

As third -party data and the increase in zero and the first parties, electronic trading businesses are left at the intersection.

However, the most important brands will be those that can adapt, find new ways to capture zero and first -party data, convert them to segmentation and create personalized content that is in time for their customers.

E -mail and SMS represent two of the most effective channels for marketing electronic trading. With the correct third -party systems, you can fully realize the value of data in the world over the world and continue to control growth.

For both channels, customers agreed to hear from you, and personalization can lead to great profits:

Brands like Smile Brilliant already earn a zero and first party in their marketing strategies, leading to impressive results: the team has used their data to strengthen customers loyalty and achieve 36% of the repeated purchase rate via powerful e-mail and SMS marketing.

The KLAVIYO (KDP) data platform is built directly to the B2C CRM Klaviyo, unifies all your customer data and causes it to be immediately carried out across marketing, customer service and analytics.

With trouble -free setup, you can allow the 350+ integration that will pull out the zero party data or the first -party data from all your touch points: Your store, your application, or even a cheeky survey collected in one central hub.

In addition, because the security and compliance with regulations are built -in (ISO 27001 certified and audited by SOS type 2), you can maintain customer data safe and meet CCPA and GDPR without breaking sweat.

The new generation of data collection is versatile, personalized and secure. With Klaviyo and WooCommerce you can turn the zero side and the first page of insight into experience that your customers will be happy to manage results.

Enter the future of the Plaviyo data.