The Data Value Exchange Economy
Marketers can no longer rely on third-party data to power their customer engagement strategies due to privacy-first initiatives like Google phasing out third-party cookie tracking and Apple allowing users to opt out of being tracked by advertisers. Instead, marketers have the opportunity to ethically and transparently collect self-reported, zero-party data directly from consumers.
Marigold's technology helps you leverage the “value exchange economy.” Brands offer their consumers something desirable – like a chance to win big, a special coupon, or an opportunity to receive VIP treatment – in exchange for that customer’s personal data– which can be PII data, or even preference and psychographic data. This data helps marketers build stronger relationships by fueling robust segmentation and hyper-personalisation to forge lasting relationships that lead to long-term loyal customers.
A sneak peak inside this lookbook:
Discovery’s HGTV Dream Home Giveaway – Learn how Discovery used sweepstakes to collect 110M first-party data records and marketing opt-ins.PepsiCo’s co-promotion campaigns – PepsiCo expanded their marketable database using cross promotion and seamlessly cloned the campaign across 10 markets.