which is like phasing out right now. If you don’t accept cookie as a user, brands won’t be able to retarget because they need those information. So if they’re not doing it, what are the other ways to target or reach out to the audience? The only ways, uh, through zero part and first party data, the more you use the data, the more you can segment, the more you can personalize through progressive profiling is like ask for just basic data first, and on the second popup you ask for the.
Additional details if they want to go ahead and share it. You need to make sure that you send something personalized to your subscriber, right? Personal action is not about just knowing the name. It is more about,
Risha: Hey everyone. Welcome back. We are here with yet another video on CRM, and this time around we are talking about a topic that most of you have been grappling with. It is all the rage, talking about zero party data. And a lot of you have been searching about zero party versus first party data. Collecting the data, of course, is something that a lot of people might know things about, but how to use that [00:01:00] data, what, how to make sense of that zero party data.
These are things that, uh, people struggle with. And to address all of those questions and then some more, we have invited our guest, our head of email and CRM Mr to join us, um, and walk us through. All of the questions that you have. Let’s start with, uh, the most fundamental question, chitin. How are you feeling about the way that Datadriven marketing is evolving today?
What are your thoughts and what excites you about it?
Chintan: So first of all, Risha, thanks for having me here and I’m pretty excited about the, uh, the Zero Party was his first party did, uh, uh, challenges because, uh. Nowadays it that, that’s the key, right? Uh, website are still old. But before I, before I deep dive into the zero party versus first party, we love to answer your questions around data driven marketing.
Uh, I’m super excited. It’s, it’s like the new trend, right? Data driven, because still now the traditional way of female marketing was more of batch [00:02:00] and blast doing some traditional journeys or automation. Uh, but things are moving towards, uh, utilizing the data. Be it zero party data, first party data or any data which is based on engagement, like someone engaging on your emails or on your push notifications in a or SMS.
So yeah, um, the more you use the data, the more you can segment, the more you can personalize. And if you are connecting personation and segmentation together, definitely it is going to, uh, give you the better results compared to not utilizing it. So I’m excited on, on leveraging it and we are already leveraging it for many of our brands.
Uh, which are directly connected with Marvella and utilizing our CRM services. So glad to, uh, see that data-driven is getting injected and getting utilized by many brands and, and happy to support more brands.
Risha: I’m, I’m so glad to hear you say that, and I’m here to pick your brain further and we’re gonna walk into all of those different steps.
Uh, let’s start by addressing what zero party and first party data is. And, uh, for everyone who doesn’t know how to [00:03:00] get that in, uh, let’s just get the fundamentals set.
Chintan: Yeah. Be before we go into zero party and first party. Let’s understand, uh, how you get the data right? Yeah. Uh, normally once, let’s, if you talk about an e-commerce website or a store, you get visits.
That visits could be organic from let’s say Google or, or search engines, right? The other visits you might get from social or from paid traffic, be it paid social or, uh, patrons, like let’s say Google Ads or being ads. So this is the way you generate traffic for. Your website, and uh, I’m sure you are aware that now because of some rules and regulations, you need to accept cookies as a user right before, before you allow the brands to, uh, let it store in your browser.
So the utilization of cookie was more around de targeting and making sure that you showcase these similar products or similar offerings, uh, to your visitors if they are not getting converted to a. A subscriber or, or a prospect in, in your, uh, marketing automation platform. So cookies were only the mechanism, right so far, uh, to retarget the audience who is [00:04:00] visiting your, uh, webpage.
But now, uh, we have also gone further that if there is an audience who is filling out the form on your website right, and giving you some details, uh, that’s where the zero party and first party comes into the picture. Now, if we first talk about zero party. There is more route around how you collect the information from the, the visitors or, or subscribers.
Like those are the people who has willingly or given that consent to share those information. It could be something around, let’s say, interest of those people, right? Mm-hmm. It could be around preferences of those subscribers. Uh, survey response. Right? Uh, and, and many a time when you are trying to subscribe to a newsletter, they are having those preferences that, okay.
What you would like to have in terms of offering, let’s say interest. Uh, if it’s, uh, talking about a skincare brand, let’s take an example of that. Uh, they also try to ask for the what skin type you are major having, and then based on that, they also customize it. So that is about taking the inputs from the user, and that’s more around zero party, where you take information from the subscriber or a visitor and [00:05:00] utilize that data moving forward.
In your CRM journey, be it any channel email, SMS, push or inep, uh, if you talk about first party, first party is majorly. Not something that the is willingly giving, but you are tracking it based on the interaction. Let’s say someone visited your website or browsed few products. Now, now that is an interaction on your website.
That is a way for you to store data. Uh, you can also store information in terms of, let’s say someone is purchasing, someone is abandoning a card, uh, someone is doing some engagements on your email. Let’s say they opened it, they clicked it, right? Uh, those are the engagements which are more toed into first party where you are tracking the information of your.
Subscribers or visitors once they’re known to you, definitely because they would’ve given you the email address or phone number and those details. So those are the information we just categorize into first party. And, uh, the major benefit I see of both zero part and first parties, you leverage this data to enhances your communication, be it any channel.
Uh, now if you go further in terms of leveraging why this is [00:06:00] required, because, uh, cookies is something which is like. Phasing out, right? It’s, it’s like now no. People are aware that, okay, I don’t want to allow all cookies. I’ll only allow certain cookies, or I won’t accept cookies at all. Now, if you don’t accept cookie as a user, brands won’t be able to retarget because they need those information.
So if they’re not doing it, what are the other ways for a market or a brand, uh, to target or reach out to the audience? The only ways, uh, through zero party and first party data. So I feel this definitely going to make a big impact and people are leveraging it. Uh, if I talk about platforms
mm-hmm.
Chintan: There are many platforms who are supporting both zero party and first party, but uh.
The way we are serving our customers, uh, in, in Marvel is majorly for e-commerce and D two C. Uh, we feel clever is the, uh, platform, which leverage is it in our right way for e-commerce and D two C industries where, uh, you can make sure that you have seamless integrations. Clavio provides a seamless integration with Shopify and WooCommerce because those are the two big platforms in e-commerce, uh, industry, which are highly used, [00:07:00] uh, and, and clever provides a seamless integration where your data get gets synced easily.
And, uh, there are also some automatic ways in terms of prebuilt forms and everything which you can leverage in Klaviyo to collect zero party and first party data. If you go further, uh, how Klaviyo is leveraging it, Klaviyo normally has advanced segmentation and predict to analytics, which is more around leveraging the user behavior and the purchase behavior.
So that empowers the marketer, uh, to use data driven, uh, decision or. It’s more around making sure that you use data to have a hyper personalization, right? Which is again, a talk of the town, right? In the, in the industry. So prebuilt forms, having preferences, uh, preference centers in Klaviyo, right? That that is making it easy to collect zero party and first party data.
And that’s why we prefer Klaviyo as a platform if someone is trying to leverage zero party or first party specifically for e-commerce and D two C industry.
Risha: So a lot of brands are understanding the importance of collecting this zero party data, but they’re still. Stuck on, you know, [00:08:00] collecting this information in that basic signup form.
And I know that you have mentioned there are so many different ways and avenues in which we can explore. Segmentation was something that you mentioned of the skincare brand. Right? So similarly, could you give us, uh, a lot more other examples on how people can collect the zero party data?
Chintan: Yep, sure. So the basic thing which we want to move away from our.
Move away from cookies. Get getting the details of your visitors right? Yeah. Uh, so first thing, first out is making sure that you have your, their details be it phone number, SMS first name. So there are many ways you can, can do it. Uh, the first one would be interactive forms or popups. Right? So I’m sure you would’ve visited brands, a website who has a spin wheel.
Yeah. Right? Where you try it out for a certain discount. Once a discount number comes in, uh, post spin, will you put out all the details, be it first name, last name, and, and email details and you get the coupon code. Now, that is a way to interact with the website and, and making sure that the visitors are open to share those, uh, information about themself.
So one could be them about [00:09:00] just details of email, first name. The other area could be I identify the preferences, so have a progressive profiling. Mm-hmm. So I, I take their first and last name or email address. And then ask about the preferences, the example I gave about skincare, right? If you want to customize it for your brand, uh, type, type of skins, right?
Which they, which is relevant to that particular user. Mm-hmm. Now, you can’t ask everything at once. So progressive profiling is like, ask for just basic details first, and on the second, uh, popup, you ask for the additional details if they want to go ahead and share it. Not a compulsion compulsion, but whoever shares you would be able to leverage.
So that is one way of, uh, doing it. The other area is, uh, having quizzes and survey. Uh, once the user is within your system, right, try to run some quiz, uh, on email or on websites, right? Let’s say they’re visiting a page. Have a popup after certain time duration, right? Let’s say certain seconds they spend on a page.
And where you can ask about, let’s say if I talk about a fitness test brand, right? Uh, what’s the ideal work routine? Now there is more about knowing more about your substeps and knowing more about audience. [00:10:00] So that is also one way of gathering. Uh, the first party and zero party data. So if I just categorize this, it, it’ll fall more into zero party because we are trying to, uh, get the details from the customer or the subscriber.
Uh, the other one is preference centers, right? Mm-hmm. So not majorly all the brands are using it, but they only have one subscriber as an option at the end of the Yeah. Uh, full section of email. But ideally, we recommend that you should have preference centers because that is one way you can, you can. Uh, take the preferences.
Okay. What type of containers subscribers are willing to read from the brand? Uh, be it, let’s say promotional or educational or, or it’s more around just a company updates or brand updates. So. Giving that preferences, you save that subscriber. Right? And that also helps in terms of not spamming or bombarding them with too many emails.
Because nowadays, as everyone is aware that in box are crowded, sure you should not just overdo things. Uh, the next one, which I feel is another way, is a loyalty program, which again, more towards the customer side of the thing, but uh, asking for how they would like to be rewarded, [00:11:00] right? Be it like getting early excess of the sale or getting higher discounts.
Or it is about exclusive content, right? So if, if you’re targeting your customer segment, uh, this is also one way to collect, uh, information, right? In terms of zero party, where you can ask about what, what is the way of, uh, getting rewarded. Mm-hmm. I can, I can say that I, I would, I would love to have discounts, right?
Which majorly every one of us loves. Uh, I, I might say that I need an early excess of sales because I want to, uh, get reviewed to all the exclusive products right before it is open to all the general audience. So we normally recommend the second part. Uh, to our, our customers that okay, give that early access because that is way to get more, uh, revenue because your customers who are already repurchasing again and again, they won’t now to have that exclusive discounts are stolen, gradually getting outdated.
But, uh, we at mes normally recommend that you try to focus on giving that exclusive access to sales. So that is the way of, uh, uh, these other, some ways there are many which you can, uh, incorporate, but [00:12:00] interactive forms and popups or, uh, preference centers. The third one could be, uh, loyalty program rewards, right?
Uh, or the fourth one is quizzes and surveys. So if you try to incorporate this into your websites and emails, you would be able to get zero party data. Collect is not only the one thing, right? You also need to make sure that how you leverage and, and utilize it in your campaigns, journeys, automation, and, uh.
The, the basic thing, which, uh, every brand makes a mistake is around they, they definitely collect information, but they don’t use it in a smart way to get the output, because as I mentioned, inboxes are too crowded. Mm-hmm. You need to make sure that you send something personalized, uh, to your subscriber.
Right. That personal action is not about just knowing, uh, the name. Let’s say, Hey, Isha. Now that, that doesn’t make much sense. It is more about that. Okay. Hey Isha, this is a product you are looking for now that’s. Beyond the level of personalization, and that’s where, uh, this zero party, uh, data comes into the picture.
Uh, and first party, obviously if, if they are in, if they’re [00:13:00] using it. Uh, personalized email and SMS. So if I want to leverage it for any brand, uh, I would have a personalized email and SMS workflow, uh, which will talk about, let’s say if someone has given an answer based on the quiz and survey, I would only share relevant product, let’s say.
I opted for a particular skin type, right? During my signup process, I’ll only send products which is linked to that particular skin type because then I’m able to connect with the subscriber right beyond a level, beyond the first name, and that’s what the subscribers are expecting. So that is one way to, uh, utilize this data.
The other way is you, you to segmentation and targeting. So let’s say there is a group of customers, right, who has an interest in purchase of a specific, or let’s say purchase intern. They’re a buyer intent or a purchase intern on specific product. Now you tailor the campaign specific to that particular product.
Let’s say someone has viewed, uh, x product right on your website, create a group of segment and, and target them with that specific category of product. Now that is more around knowing them further and, and, and going deep dive in. Utilizing that data to get the better revenue and engagement. The third one is, uh, [00:14:00] Klaviyo also plays, uh, a major role, right?
So Klaviyo, with the help of Clavio, you would be able to have a dynamic content block, uh, where you can have, that can be personalized and could be, uh, dynamic based on audience. Based on user also. So someone has viewed product A, they will get product A as a, uh, content in the email. If someone has viewed product B, even though in the same segment.
They would have a different product. Now Klaviyo provides that in a better way, and they’re able to leverage it. And we normally recommend that you use the dynamic content block, uh, in Klaviyo to showcase, uh, products, uh, which, which you can personalize based on the, uh, visits and interaction. Uh, there’s also an AI powered personalization and segments, which Klaviyo provides.
Uh, where they, they were, they were Clever’s recommended engine. Uh, which suggest products which are highly relevant, uh, based on the preferences. So that is also one way you can, you can leverage, uh, in your email and SMS flow, uh, to get the better output. So if someone is, uh, someone is interested in a brand and wants to know about it, but not ready at that stage, [00:15:00] let’s say purchasing stage.
Mm-hmm.
Chintan: So they are in either awareness or consideration state that I’m, I’m considering this brand too. Purchase from, but I’m still not convinced that I should do it or not because I’m still surfing multiple websites and, but they would like to get in touch or keep that contact with the brand, so. Or let’s say you might also be doing the same when you are surfing or searching for a particular product that’s any beauty product, right?
Okay. Uh, you, you search in Google, you visit three or four websites, which is coming high in ranking or visits, and you visit those website, right? You see that website looks good, but still you are not in that stage to purchase. So you will either sign up or will share your information, right? Uh, that’s where we are recommending a progressive profiling or a staging, uh, version.
So you don’t showcase or ask ev every information at first go, right? You, you phase it out. So the way it could be, let’s say I have a popup form showcasing that, let’s say 20% discount. Are you interested? The client or the prospect will say, okay, I’m interested now, then you’re next. Uh, popup layer will come, which is, which will say that, okay, [00:16:00] please provide further details about you so that I can send it to inbox.
Uh, that’s where we collect email address. That is the, uh, zero party data. Now, the next step could be, uh, do you have any preferences in skin type? Now, the third one, once I submit the email address and SMS, uh, or phone number details, the third, uh, popup layer could be more about the preferences, right? The preferences, let’s say it’s, uh, beauty and, and skin product.
The type of skin you’re interested in or type of product you’re interested in. If I take that, I get all those details, which will help me to personalize my welcome, personalize my campaigns. So that’s what, uh, we were, uh, talking about. So normally in technical time, it is pro uh, profiling, progressive profiling, but it is about staging out, uh, the information collection process, right?
Not asking all the information at once because you don’t want your visitors. To drop, uh, by just seeing that popup, right? Yeah. Because if, as a user, if you know that there are five fills you need to fill, you won’t give it. Right? But if you know that it gets a stage wise, right, that dropout ratio reduces.
[00:17:00] So that’s what we recommend, uh, to our customers when they are trying to set up opt-in process. Uh, to get the consent and details about, uh, visitors are visiting the website, email address is necessary. Hmm. Because if I don’t have that email address, I won’t be able to any, any campaigns. Uh, so we take the email address and then the second part is optional.
If I want to share my preferences, the preferences I, as I mentioned about beauty skin type. Yeah. Let’s say if it’s fitness brand, let’s say my ideal work routine, right? Right. So that is optional, right? We don’t want to have a compulsion. Compulsion, right. But if someone gives useful for me, which I can leverage as a market or for the brand.
Uh, to personalize the communication. Mm, understood.
Risha: So we spoke about zero party data. We spoke about how to, uh, get that data, how to implement that data, and now I would love to do that with the first party data. We know that a lot of people like brands, they know how to collect that first party data.
They have that data with them, but they don’t know how to segment it, how to use it for their automation and things like that. And I would love for you to address that.
Chintan: So yeah, we, we discussed about zero party a [00:18:00] lot, right? That is majorly about signup forms and, and let’s say popups, quiz surveys. Uh, first party is something which is more on, I’ll say, related to platform, which are marketing automation platform.
If, if I were to give an example, let’s say Klaviyo, uh, Klaviyo does it majorly, all the first party interactions, they track it, right? Okay. So the brand or the market doesn’t need to do it. Any, any sort of implementation or those technical things, right? Which is like, once you integrate Clavon Shopify and add those codes, which are required, right?
You’ll be able to, uh, review those first party data. So it’s not like collecting, collecting, but it’s about just observing what you’re collecting. That’s, that’s the difference in zero versus first party. And, uh, clever does it pretty well. And, uh, as I mentioned, uh, for e-commerce and D two C, we, we normally don’t go beyond, uh, Klaviyo because.
If, if that’s the, uh, ask of the client to leverage zero and first party and also getting better performance and revenue, uh, we want to have a marketing origin platform [00:19:00] which can ease out marketers live. Right? And clever does the same thing for e-commerce. Uh, now, now when we wanna talk about collecting and leveraging the first party data.
Uh, I, I would like to spend some time, uh, and, and talk about how it can be collected, how or what is collected, right? It’s not about how, about how, what is collected in the, in the first party data, uh, if you try to understand the sources, right? Or, or the. Interactions right from where this, uh, first party data is collected.
The first one starts from the website itself, uh, once, uh, uh, an existing, uh, subscriber right? Or a customer right. Visits the website pages, right? So I’ll, I’ll turn it in. Let’s say purchase history of a, mm-hmm. Of a customer, or let’s say website behavior. If I were to start with website behavior, it’s more around someone visited few pages of your, of your website or categories or products.
Uh, someone added a product into your card. Uh, someone abandoned a a cart, right? Didn’t per completed the purchase. Now those are the interactions which are getting tracked on, on marketing automation platform. The other one would be, [00:20:00] uh, for an existing customer that has already purchased once. Uh, let’s try to understand and review the purchase history, right.
Uh. And we normally term it as RFM model, uh, ency Frequency and monetary, uh, where we try to understand what is the frequency of purchase, right? What is the A OV, uh, which is again, average auto value. Uh, what was the most purchased category of product, uh, which they purchased. So these are some examples. It could, for e-commerce, it could be multiple attributes and, and things.
But for rfm, this is what, uh, we normally recommend based on the purchase history. The, the next thing is more around, uh, the channel engagement. Uh, if, if it is for e-commerce, majorly, it’ll be email and SMS, right? Someone who has open. So you track your open rates, clickthrough rates, placed order rates, or response rates.
These are the ways you would be able to track the first party for, or all the three areas. Website behavior, purchase history, and email and SMS engagement. The next one is more around little outside, uh, the platform, but, but might be helpful is customer support interaction, right? So how [00:21:00] many returns you’re getting, how many refunds or complaints, uh, you’re getting.
’cause that’s also something which you should, uh, leverage. So this, these are the, uh, ways or sources from where you, uh, utilize the data. Uh, once you have those data already in, in the platform, the next step is leveraging it in your campaigns and automation. So we, we can go through a few examples of, uh, the automations of workflow, which, uh, e-commerce or D two C brands normally implements.
Uh, the first thing, first, the basic one, it’s, uh, the abandoned cart, right? Mm-hmm. Uh, making sure that water cart was abandoned, right? Uh, and it’s not only about just talking about the cart, but also going to a level that you showcase all those products, be it one product of four product, which was abandoned.
Showcasing all those products in into your email because don’t want to in general cart one meant email that, okay, you have some left something in your cart and go and complete the purchase. Right? That’s not the way, right. You should showcase it. Okay, these are the products they have purchased and also personalizing it with your.
Or subject line. So if they purchase it for a particular category, talk about that category that, okay, you are [00:22:00] interested in a particular category. Do you want to complete your purchase? Right? So that could be leveraged, right? So you can you leverage your first party, uh, data and abandoned cart. Uh, the next one is more around, uh, I’ll say post-purchase.
So someone who has completed a purchase. Uh, the idea is let’s go ahead and, and, and suggest complementary products. Or you send something around if they visit FAQ pages along with purchasing, uh, send how to. Or use those products, right? So you le you’re leveraging the interaction or, or the first party. So recommend complement products or, or send how to emails or how to use those products.
The third one, which is more round, uh, which is again based on email engagement, which is win back. So someone is not engaging with your emails or SMS from certain duration, be it six months, 12 months, depending on brand to brand and what, uh, you have set up in, into your market nutrition platform. Identify those set of customers, right, who are not coming back.
Uh, send incentives, right? Uh, before they, they churn or, or you sunset them. So these are the workflows you can normally [00:23:00] leverage using the first party data.
Risha: So how can brands combine both of these zero party and first party data in a way that they can deliver their actual personalized experience to their audience?
Chintan: In my understanding, we, uh, the brand should combine definitely with zero part in first party to leverage the personal, but it’s, it’s more. Beyond the ation because we know that we are using it for personalization part and segmentation. Mm-hmm. But branch should also monitor the, the metrics or KPI, right.
Uh, what was the number before implementing zero party, first party, and, and then post that because the idea is collecting and then utilizing it for better engagement and revenue. So that’s how I’ll be, I’ll be summing up this question. And, uh, if I were to start with how, how to, uh, do that, right. Uh. We talked about zero party and first party, both on, in terms of collecting, utilizing paid campaigns, flows and everything.
But if you, if you try to summarize what zero party is, right? Zero party is more around understanding or explicitly getting the customer preference. Mm-hmm. Because that’s where the customer or the, the subscribers [00:24:00] coming and giving their input. Right. What I like, what is my interest, what I want to do.
Right. And if you talk about first party, that’s more around, uh. Understanding the behavior inside of that same customer and subscriber, right? So both of things are different, right? Uh, because the, the other one, the first part is more on browsing history, abandoned cart, and all those, which is about interactions or activities your customer or subscriber is doing.
Now, you, when you combine both, right, uh, it allows you to dynamically target, uh, the audience, right? Based on the segmentation, obviously to personalize product, right? That is one thing. Uh, per session could be one, let’s say either based on my input mm-hmm. If we, if it is a zero party, or it could be based on products I have seen, which is first party.
Yep. Right. So that could be one way. The other could be recommending the right products, right? Mm-hmm. Again, that could be, again, based on the categories I’ve seen. Mm-hmm. Or. Uh, the type of skin, or let’s say the type of gym routine I have, right? That is a kind input. So you can leverage both zero party and first party depending on how you are planning to utilize it.[00:25:00]
Uh, you can also use, so we, Klaviyo has that option of, uh, utilizing it in both the angles, right? Uh, there, uh, they provide a dynamic content log. As I mentioned, it’s about product recommendation. Mm-hmm. Now that is more around. What products you have seen, what products you browse, what products you have, uh, tried to add into cart showcasing it.
Right? That is more into leveraging the, the first party and, and zero party booth. So if I’m interested in category A, my one category, a product would be showcased to me based on my input. Yeah. So Klaviyo Klaviyo definitely is something, uh, which is leveraging it. And then I also, the marketing automation platform, which are providing, but for e-commerce.
Uh, the sync and everything is, is much ahead than other platform. More what we, we, why we feel clavio is more relevant in terms of leveraging both zero and first party because it has predictive analytics, uh, right, which is more around try to understand what, what is the customer lifetime value, right? Try to also see, uh, where, what is the possibility of churn risk of that particular customer or subscriber?
Try to also gauge what could be the next purchase. Date of that customer [00:26:00] because based on the previous, uh, purchase history, right? So that’s where, uh, Klaviyo is, uh, coming into the pitch and playing that role. And, and these are more around the first party interaction, right? So you leverage it to, uh, set some target campaigns, right?
Using Klaviyo or, or automation for better engagement. Now, as a brand, when, when we have both option of leveraging zero and first party data. Uh, you want to make sure that you automate your retention campaign because retention is the key in e-commerce, right? Mm-hmm. Uh, no matter how many new customers you are, you are bringing in, uh, if you’re not able to retain your existing customer, that’s, that’s always a concern one wasted.
So, retention campaign based on the insights, right? Be it, let’s say offering discount, right? Or let’s say loyalty incentives, or it could be for high value customers, right? If you want to give rewards or give, let’s say loyalty incentives to high value customer, that is again, leveraging the. Zero part in first party data, both based on the purchase to, based on the lifetime value, right?
You are customized, customizing this audience. Uh, but I would also love to give some advice or recommendation to brands, right? Because it’s [00:27:00] when you collect data, there’s also responsibility of using the data in right way, right? Because, uh, collecting is easy, uh, but making sure that you utilize it in right way and also making sure that you don’t utilize it anywhere else.
Consent, consent obviously that that’s the key. So as a brand, you need to be aware, okay, you follow the compliance, uh, privacy, and also making sure that you use the data in ethical way, right? Yeah. And, and, uh, that should not be used anywhere, right? So the first thing, first, uh, all the brands should make sure that they, they showcase it on your website.
Why are privacy policy on how they’re collecting data and how they’re going to use it? Uh, it, it could be around that. Again, they’re collecting it for marketing preference, mentioning it on the privacy policy about, let’s say, uh, I’m, we are going to use it for marketing purpose. We are going to understand the behavior, right?
Uh, also showcasing that we are not going to sell or, uh, rent this purchase or rent this list to any third part because the customer or the sub wants to have that, uh, I’ll say peace of mind that okay, the data is not going outside the brand. So that is one [00:28:00] thing. Give a clear way of opting in, opting out, right?
So you should respect the decision of. The subscriber. So if I say I’m, I’m, I’m ready to get communication or, or messaging from you that that is where you need to respect it and then send the relevant, uh, information. And when I say that I want to opt out, that you also need to make sure that you don’t send email or any other things.
So if I, if I opt out from email, that doesn’t mean you start bombarding me on other channels, right? If, if I weren’t given the consent. So that’s also, you need to make sure mention on the previous policies and all those part, uh, making
Risha: it easy for people
Chintan: to opt, opt out. Yeah, it should be because, uh, normally, uh, if you talk currently, it’s one click on sub is something which every as say, email client is talking about.
’cause that is what is needed. But if I click on, on, I, I should be, uh, let go by the brand. Right. It should not force me that if I can unsubscribe, it takes me to preference page. That should not be the ideal route because my intention was to move away from the brand. So the brand should respect that. Uh, the other, could, other could be like you audit [00:29:00] your data on a regular basis, right?
Uh, making sure that you clean up the data, you do that, uh, hygiene. And also making sure that if those are one subscribed, you suppress that audience. Uh, if you’re moving to a new platform, right? Uh, if you’re unsubscribed from that platform, and if you’re continuing that platform, uh, suppression might not be needed.
But, uh, when you’re migrating from one platform to other. You need to respect that whoever has unsubscribed in past. Yeah. Right. You don’t count them as a consent, uh, and then start sending email. So yeah, these are these other, the ways or things the brand should be mindful of. Uh, along with this view, everything comes, comes at the center of, uh, the output, right?
Mm-hmm. So no matter how much I leverage zero party, first party, if you don’t have a mechanism, uh, to see if it is making any impact, right? Uh, all the efforts are in vain, right? So. You should set some KPI and metrics, right? Let’s say, what was the, uh, the metrics before you started leveraging the zero party in first party, and what is the metrics or metrics after three or six months of implementing it?
Uh, one way of doing or checking it is, so let’s say [00:30:00] engagement metrics of email or SMS if the open rate is increased, if you’re personalizing it in the right way, if your click rate is increased, right? Uh, if, if, let’s say visits to website has increased from the email. The other way could be for purchases if the repeat purchase has increased, right?
Mm-hmm. ’cause you’re targeting the right audience based on what they’re looking for, be it. They, they’ve shared it with you or be it based on the interaction on the website, so that that should increase your customer support. Interaction should reduce, right. Major, because that’s where we feel that, okay, your return refund or complaints should reduce stolen gadget because you’re trying to solve the problems of the customer with the based on preferences.
Because we also mentioned what taking preferences or surveys or quiz to know more about the the customer so that these are the metrics, right, which you should focus on. Or there could be multiple metrics, but these are some examples which you should. Leverage to see if a zero party first party is making.
Or, or helping you in getting better engagement,
Risha: where you mentioned about how uh, you can track the metric of, you know, this customer support reducing and it increases the [00:31:00] retention and it increases the better experience of your, uh, subscriber overall. And I think it is a point that you mentioned previously as well, but I’m.
Wondering if brands are able to even, uh, capture that or do they even know to capture this data and how they, how beneficial it would be? I would love for you to talk about that.
Chintan: So brands definitely would be aware of it because brands always have a, a support team.
Risha: Yeah.
Chintan: And because returns and refunds are part of the e-commerce.
Yeah. You can’t say. You have zero refund and that is not the ideal scenario. If that is the case, we’d love to hear from that e-commerce brand and how they have achieved, right? But yeah, uh, there would be some percentage of returns and refund ratio. Uh, brands will definitely be aware of what, who should be aware of is majorly the marketers who is managing that brand.
Because being a marketer of lifecycle macro or CRM manager or CRM person, uh, as our objective is to increase the engagement, increase the visits, increase the purchase. Right. And, and as a CRM uh, [00:32:00] person or the marketer, what you have in your hand is the subscribers and customers. You, you, you need to leverage that data in the right way and, and leverage any communication channel where have the consent to either push them to purchase if they’re a non purchaser, or push them to repeat purchase if they’re a customer.
Right? That is what. CRM person can do or increase the website visit because, uh, you’re not going to increase the visits on website through SEO or other areas because that is not what, uh, the CRM person is going to focus on. The CM is always going to focus on the data, which is already there in the ecosystem or the, on the marketing automation platform.
So brands, uh, might be aware of and might be tracking it on, on their e-commerce platform with Shopify or WooCommerce or any customer support platform which they’re using. Marketers should definitely monitor it and keep a track of it because. Uh, even though after increasing CTR and website visits, if, if you’re not able to generate the purchase, or let’s say if the purchase is done first time, but if they’re not repeat purchase, you need to understand that.
Okay. Are there any challenges with the products or services? Because that’s where, uh, it [00:33:00] is coming a little out of. The CRMs context, right? Because that’s where you need to connect with the e-commerce or the brand. Okay? These are the challenges. People are returning the product and you also to monitor the complaints, right?
When you are reviewing the complaints as a marketer, you understand, okay, what are the challenges? And if you are able to understand those challenges and, and let’s say if you’re able to submit up there, okay, this was highly, let’s say three or five concerns, which let’s say a hundred. Complaints has given so far, try to solve those, uh, concerns with your communication.
That way you’ll be able to reduce it. So marketers should definitely leverage it and, and should also connect with brands, uh, and see if, if, uh, repeat purchase is going down, even after having better clicks and better engagement on email and other channels. That is something where you need to work with the, uh, brand and see that, okay, are the products and service good enough?
If not, what could be done, uh, to sell better products? So that’s where it is coming little out of CRM, but yeah, much needed because, uh, good reviews are [00:34:00] always going to be there. Yeah. Because you’re always going to focus on customers who are, who are purchasing and repeat purchase. So if you’re only targeting repeat customers, you’ll always get good reviews Yeah.
And feedbacks. But, uh, also keep an eye on the refunds complaints because that’s where you will be able to connect with customers, uh, who are not happy with the products and services of the brand. So if you are even able to categorize three or four problem statements from those complaints, uh, you are definitely able to make sure that those complaints are not repeated in future.
Risha: I mean, I understand technically it is a little not, uh, CRM related, but, uh, isn’t it though loyalty, retention, all of these trust building, you are, uh, trying to bring down the overall cost of marketing, um, over the years? No,
Chintan: definitely it is, but. Uh, we don’t have a hundred percent control as a CM because we also need to have that input from brands.
Right. Okay. Uh, we ask for the data. If we get it, we definitely would be able to leverage and utilize it, but then what is wrong [00:35:00] with the product? Right. We’ll be able to get it from the complaints and refunds. Uh, but then if something needs to be changed or some product needs to be replaced, we can recommend, but then ultimate call would be of brand itself.
Right. That Okay. Whether they would be able to replace that product with a new product Yeah. Or offering. So it’s, um, I’ll say. Sugar when they’re a combination of both the brands and the e-commerce. Right. Partnership. Yeah. The core partnerships, which, which is required at every stages, but here it is pretty much crucial.
Yeah. Because you are focusing on retention and loyalty as you mentioned. So, yeah. Uh, ma marketers should be definitely be aware of complaints, which I feel, uh, many of the marketers are not looking into because their focus is on generating repeat purchase and converting subscribers to. Uh, customers.
Customers, so new customers are always welcomed and, and should definitely be focused, but complaints or customers who are leaving. The brand are also something you, which you should be mindful of. That ratio should not increase month and month or quarter on quarter.
Risha: So you’ve given us a lot of insight on, you know, what zero party is and [00:36:00] all the way through what kind of data to track.
Also. Now I would like you to make things a little more tangible because, uh, I think we’ve spoken about everything in depth, but let’s make it more practical for us. Do you have an example to help me understand? Uh,
Chintan: yep. So, um, we might, a few example Russell that I would like to pick the one which we. Uh, recently, uh, came across on, on Mela part.
Uh, so there was a skincare brand right where. Uh, they were struggling with their engagement on revenue, but if you go further, deep down on what were the challenges mm-hmm. The other challenges was, uh, they, they were having a good visits. ’cause they were, they were investing a lot on paid, uh, because obviously between products, uh, you need to showcase it on, uh, social, be it social media, social ads, uh, digital ads on, on Google ads and everything.
So they were investing heavily and, uh, they were getting the visits. Uh, they’re also getting the. Uh, visit to conversion or form conversion issue, which is more on people coming into your marketing automation platform by filling up the form. [00:37:00] Right? But, uh, one thing which was lagging, right? Was it they were only focusing on collecting the basic information of like, let’s say first name, email, address, and not gig, going beyond that, right?
Uh, to give you some example, like let’s say. Uh, if it’s a product right, uh, try to gather that birthday information, for example, but day of that user or a birthday of someone if they’re gifting it, because that could be one information. Again, this is more related to zero party because it’s a user input as we discussed earlier.
So try to gather that anniversary date. That is because I wish I would allowed to, uh, give some, be product to my wife if I’m sharing that anniversary date with them. So that and number of options could be there. But these were the struggling challenges of not having more. Uh, options to segment, right? How would, how would, as a market, I would be able to segment if it’s only about first time, last time and email address, I would need more information about the user behavior is a separate, uh, game.
Right? We’ll discuss about the first party on a later stage, but like zero party is the crucial part, right. Uh, and that was missing. Right? Uh, [00:38:00] and we also are mindful that we don’t want to ask everything upfront. Mm-hmm. Right? So we don’t want to. Bombard everything on the opt-in popups. Uh, and, and we discussed a lot with that brand that, okay, how we can leverage and collect more information because that way we’ll be able to segment the users.
So that was a major challenge. Uh, not having the right segmentation. The segments they were leveraging was based on purchase, right? Because obviously leveraging the first party but not leveraging the zero party, which is crucial because I, I still feel zero party having more weight than first party because.
That helps you to connect with the end user, right? Because user has given that input on their own. Right. Behavioral might still 90% accurate, 80% accurate because I would just scroll through the product, but I might not be interested because I just heard that this product is good, but, but I might not need it right now.
Right? But, but when I’m giving some input, right? That is something which I’m connected to, right? So I still feel zero parties are having a better weightage on first party. So coming back to the challenge, which they were facing was majorly seg, right? Segmentation, right? From a zero party standpoint and also [00:39:00] leveraging it, right?
So first party information we’re getting stored. As I mentioned, there’s nothing a brand needs to do a lot because market platform already providing it with some basic, uh, integration and everything. So they were not leveraging that part. And uh, that’s where came, they, they were challenging with open rates and revenue, even though having a higher audience base.
Uh, they’re not evolution rate, uh, new customers and revenue. So that’s where they, they came to us with this problem statement on how we can help them in increasing the purchase website visits or also help them increase increasing the revenue. So we, we did a complete roadmap for them. We went on a discovery session, we understood that pain area.
We also understand that pain area of their customers, right? What information they are sharing and, and. Uh, they didn’t have that, uh, information. The only information they were able to have was through the customer support interaction, right? So if someone is interacting with the customer support, they might be sharing that information, right?
But apart from that, they were not leveraging it. So even though they were customers, uh, they might only have that address and all those information, which is about [00:40:00] related to delivery, but, uh, not something which, uh, they should, uh, focus on. Because that there is like mandate, mandate, you’ll need the delivery address to deliver.
And the product. We went on a discourage session. We created a roadmap based on that discourage session for, uh, six months game plan. Uh, we, we started optimizing their forms. We start optimizing their, uh, emails because once we start getting more zero party data, the idea was to segment it. And once we segment it, we want to leverage those attributes and fills into the email.
So we personalize the emails, we personalize the, uh, product recommendation. So even if I talk about their, uh, let’s say welcome series, right? We, we cloud welcome. Uh, along with the product, they’re browsed, right? So giving that personalized feeling, right? So that, that welcome. This was more of a static welcome, right?
Just giving a discount. Uh, we, we, we focused on more on giving also product recommendation along with the, uh, discount so that they know that again, the brand is Ty to showcase per which they’re browsed on. Yeah. Uh, then we also focused on, uh, using [00:41:00] the klaviyo’s dynamic content in terms of, uh, recommended products, right?
The best selling products. Uh, along with the review. So we showcase the reviews count, which were there on the website, and also leveraging it for the audience so that the customers are able to see that these are the base selling products which customers are buying on their websites. So again, trying to use the first party and, and zero party data.
We also recommended them implementing or, uh, collecting birth dates or let’s say. Or anniversary date. Right. Uh, on that, uh, part, right? Uh, on the, it, it is not mandatory that you provide it on the opt-in form, but if someone is already purchasing right there, if you can have an optional field, whoever provides you are at least gathering that information, you can have a birthday flow, right?
Which is again, not a traditional workflow which everyone would be having because you need to have that data in order to, uh, set up the web flow. And again,
the annual.
Chintan: Flow. So objective of those flow was, uh, reminding [00:42:00] them at least one of one month of footwear is before for your birthday. There is a special discount that way, increasing the revenue because we were anyhow, not going to notify if we are not aware of the birthday. Uh, if it’s about anniversary gifting ideas that, okay, give this products to your closed ones or, or your wife, right, whoever it is.
So we were able to recommend that with better discounts and, uh, this way we were able to increase their open rate from. Around around 20 to 25% is in the openness from their previous benchmark. And, uh, we were able to uplift the repeat purchase, uh, I will say more on the retention because we were able to have that loyalty program set up for them.
Right, right. Uh, which was again, based on the, uh, the first party data where, so we co collaborated both zero and first party data to increase the repeat purchase there. We were able to see uplift around 15 to 20% of the repeat purchase in the first 90 days off. Uh, the conversion, right? Uh, where we were showcasing how to of the product, right?
Uh, uh, [00:43:00] their purchase. And along with that, we’re also sending recommended products, uh, which they were able to leverage. Uh, so that’s, that’s how we were able to give them. Uh, the output, uh, which has helped them increase the engagement and revenue overall.
Risha: So just by ensuring these setups, you were able to get that kind of a lift.
So it is a tried and tested method. Basically. It is something that people have been overlooking and it is something that we can, uh, start implementing today. And you don’t have to do it alone. Yeah, we are here to do it for you. But yeah, we are still
Chintan: working with them to. Categorize the audience further.
Yeah. Uh, apart from the first and last number day and all this information, it’s about also categorizing them, uh, based on, um, the skin type. Right? Because we have implemented a preference center for them. Okay. Uh, we don’t want, I, as I mentioned, I don’t want to make sure that we showcase everything on Optin form.
Right. ’cause that might be too much. We have that option available, but if, if their audience has not opted in or filled that information during the signup process, we wanted to make sure that they. Fill out that information once they’re [00:44:00] in the, uh, email marketing journey or the marketing automation journey.
So if they subscribe. We send email and then we ask for the preferences that, okay, what is your skin type? Let’s say if it is about dry skin, oily skin, right? Or it’s a combination of both, right? That way we’ll be able to categorize them into different segments and, uh, send products related to dry skin, right to that particular audience.
Uh, send products related to oily skin, right? Whoever has opted for. Now, again, this is more on leveraging the zero party data, so there could be multiple examples and ways to do it. But, uh, before you do that, you need to understand the brand, right? You also need to understand the pain points of the customers and also understand what are the USPS the brand has in terms of selling it to the customer.
Risha: Thank you so much. This has been an incredibly insightful, um, session and I’m sure that everyone who is watching would know now what zero party data is, how they have to leverage it, and they will know exactly what first party data is and how to leverage it, how to combine both of them, and they know now, thanks to the [00:45:00] example, what a tangible way of.
Even implementing it for themselves looks like. Yep. Um, so this is almost like a how to guide that he’s given you yet again. And if you’ve been struggling with your Klaviyo and if you’ve been struggling with your marketing, we have an entire team over here dedicated to support you. And you don’t even have to feel the obligation of, you know, giving us your project.
We have a team who is here to help you. Despite that, so get on a call with us. There is no pressure over there, no obligation. Um, get all your doubts clarified. If you need us for an audit, we are here to help you with that as well. Uh, we have entire blogs that have detailed all of these, uh. Topics and more in much detail.
Uh, so be sure to check that out and follow us on all of our socials. And if you haven’t already watched, uh, chitins video on e-commerce automations, do check that out. He has, uh, personally created a guide where he has spoken about 23 odd [00:46:00] journeys, right? Maybe more in that. And it, it goes all the way from welcome, uh, sequences, like the emails that you need to be using for your welcome journey to.
Posts and cart abandonment and everything in between. Uh, thank you for joining us, and we’ll see you in the next one.