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The future of customer data and retail: Experts share their thoughts

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The world of customer data is rapidly changing, and companies are responding with diverse strategies to stay ahead in this dynamic environment. At Amperity’s recent Amplify summit, industry leaders and professionals from iconic global brands like Deloitte, Patagonia, Taco Bell and more converged to explore the evolving landscape of data-driven marketing and the profound impact of first-party data.

 

First-Party Paid Media Strategy in Action

With third-party-reliant systems growing obsolete, it becomes critical to base your approach on first-party data to navigate the changing ecosystem. Experts from Wyndham Hotels & Resorts, Citizen Watch, and Taco Bell revealed their experiences with change management when transitioning to a unified customer profile approach. They also discussed how adapting their paid media strategy pushed them to think about other ways to use customer data in different settings, emphasising the critical role of a unified customer foundation in making any of it possible.

Mike Shiwdin, VP, Digital Optimisation, MarTech, Guest Intelligence and Engagement Strategy at Wyndham Hotels and Resorts, shares, “Anticipating your guests’ needs and acting on them is the core of hospitality. First-party data really allows us to truly understand who those customers are and what they want and need across our 20-plus brands globally. So that was really where we first started: How do we better understand who is a budget hotel customer, who is in a registry collection, who’s spending $700 a night at an all-inclusive resort?

“From a paid media perspective, we started with suppression. Without first-party data, we had a one-size-fits-all approach. So that was the clear proof of concept to drive value internally to build momentum in the investment. Now as we’re three years into it, we’re starting to build a robust retargeting effort. And we’re seeing material results. We’re starting to get more of a sense of how we expand out across paid media,” he continues.

“Once we saw the value of paid media at Wyndham, we slowly started to mature into the realisation of how first-party data isn’t just about the next transaction. And we started to see the real value of first-party data and a CDP with Amperity. The next transaction — the value of that is just incremental touchpoints to build a stronger relationship with your guests.”

Transformation tips from Vince, Citizen Watch, Patagonia and Taco Bell

Experts from Vince and Citizen Watch walked through a variety of specific use cases for marketing and analytics, with a focus on tying together the customer experience across all touchpoints. Rob Harvath, VP Consumer Insights and Data Management at Citizen Watch, says, “The power of a CDP like Amperity is that it has made my life a whole lot easier, but it’s also made us a whole lot smarter about who our customers are.

“Amperity has helped me tell the company and our sales team who our customers are, all the way down to the individual model of watch they bought. So when you take into account all of our brands, all of the collections within those brands, all the way down to the individual model, guess what? Our data now is structured where I can answer the question, who’s the customer for this particular watch with these attributes.”

Taco Bell also revealed how it collaborated with AWS on how it went from having no customer data to operating seamlessly between digital and in-person channels, using data to understand customer preferences and creating the kind of personal experiences that build loyalty. Dane Mathews, Chief Digital Officer at Taco Bell, emphasises, “Loyalty is transforming customer expectations, retail experiences and the QSR business model.”

Patagonia Manager, Customer Insights and Analytics, Dan Sundaram, shares, “[With Amperity] we can illuminate touchpoints across the brand that we’ve never been able to see or understand. And that lets us talk to people in a much more relevant, less intrusive way, which in a world of personalisation is the key to valuable customer relationships.”

The Future of Data-Driven Marketing for Retailers is ‘Electric’

When it comes to retail transformation, we’re on the cusp of a remarkable transformation in the realm of customer data. The Amplify Summit offered a glimpse into the future where the power of unified, reliable data is harnessed to drive unprecedented levels of innovation, engagement and growth. The future of data-driven marketing for retailers is here — and the possibilities are “electrifying”.

About Amperity

Amperity delivers the data confidence brands need to unlock growth by truly knowing their customers. With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalise experiences that build loyalty, and manage privacy compliance. Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools. More than 400 brands worldwide rely on Amperity to turn data into business value, including Alaska Airlines, DICK’S Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts. For more information, visit amperity.com or follow us on Linkedin, Twitter, Facebook and Instagram.

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