This week’s episode of Test. Learn. Grow. features Clario CEO Matt Redlon and VP of Customer Success Nate Goldenman. Clario’s software and partnership provide you with holistic customer data, experimental design, machine learning, marketing measurement, and audience automation tools you need to ascend the heights of first-party data. The singular mission at Clario is to create the most intelligent audience-building and automation platform for marketers.
Rather listen than read? Check out our episode with Nate and Matt to hear all about Clario and first-party targeting systems.
First-Party Platforms vs. Third-Party Platforms:
First-party data is collected during the process of transacting and interacting with your own customers. It is a direct and fair game. On the other hand, third-party data is collecting data and information on customers they do not have a direct relationship with. Therefore, third-party data is receiving a lot of backlash due to privacy issues that some companies are even working to combat. Clario helps their clients with the first-party data, so the findings are meaningful, and they will not need to go through third-party data collection.
3 Areas of Focus for First-Party Data:
- Speed and Time
Everything is changing all the time, and you must stay current with what is happening with your customers and how you can approach and respond to the latest ideas. Our mantra is that with all these changes we must be responsive and reactive towards, while maintaining longitudinal continuity. Understanding patterns from history and responding to them dynamically is important to understand the quality of the data.
- Flexibility
With all the changes that are occurring, you must be flexible and dynamic with your addressal of data. Being ready to adapt to both internal and external circumstances will be key. The resulting strategies will differ. Some are home runs; some are base hits, and some are foul balls. With each one, you will learn new things and be able to understand and target your audience better.
- Accuracy or causality
Who do you want to focus on? How you target them will differ, so it is important to know your audience and see what the data says for how they are interacting. There is so much data out there that can be helpful for targeting customers. Knowing what you are looking for can make the process more efficient and accurate. Things have changed with machine learning and AI that are statistically driven and are predictive of what people will do in the future.
The Importance of Micro Testing:
Micro tests allow you to learn a lot of information quickly and how to expand properly. People can be eager to go straight for the big goals, but it does not account for all the smaller variables. Having the patience to see the variables allows for a better outcome and a more in-depth strategy.
Want to learn more? Schedule a consultation for Level Agency to help you with first-party data.
What did we miss? Give us your thoughts in a comment!
