![\"Customer-First](\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2022\/04\/Data-Done-Right-Building-a-Customer-First-Data-Acquisition-Strategy-with-MarTech.jpg\")
<\/p>\n<\/p>\n
As part of Solutions Review\u2019s\u00a0Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span><\/em>Steve<\/span>\u00a0Shaw, the Chief Product and Technology Officer of Dotdigital<\/a>, shares some insights on developing data acquisition strategies that put the customer first.<\/span><\/span><\/i><\/strong><\/p>\n User data has become a hot-button issue, from targeted ads to increased phishing scams and leaks. Headlines are seemingly consumed by significant data breaches, changes in cookie support, and debates over privacy regulations. Additionally, big tech\u2019s failure to protect data\u2014as exemplified by the Facebook and Cambridge Analytica scandal\u2014does nothing to make acquiring data easier or less daunting, as consumers are more skeptical than ever about handing over their information.<\/span><\/p>\n These sentiments were reflected in a recent <\/a><\/span>survey<\/span> of over 2,000 consumers:<\/span>\u00a0<\/span><\/p>\n For marketers, these percentages are concerning. Data is the fuel behind a rich, personalized customer journey, and these sentiments will significantly impact your data strategy and the marketing technology platforms<\/a><\/strong> you work with.<\/span><\/p>\n Before illustrating what an ethical data acquisition strategy looks like in the digital world, visualize the following: You\u2019re a regular at your favorite sandwich shop. You order your go-to: a turkey club on wheat\u2014extra mustard. Occasionally, you might venture out and try the latest special, but the turkey club on wheat with extra mustard is your tried and true. The store associate asks you (along with other regulars) to fill out a short survey with your ingredient preferences so they know what stock to keep ordering. A <\/span>good<\/span><\/i><\/b> value exchange<\/span><\/b> for this data would result in them continuing to order your favorite ingredients or knowing your preferences off-hand for your next visit, saving you time. The gathering of this information was both <\/span>context-aware<\/span><\/b> and <\/span>consensual.<\/span><\/b><\/p>\n Alternatively, if they got rid of your preferred ingredients and started a conversation about something personal, that could be off-putting. You might be left wondering why they asked for your time in the first place and leave feeling annoyed enough not to return. Unfortunately, this is too common because of thoughtless and unnecessary data capturing. <\/span>\u00a0<\/span><\/p>\n First and foremost, <\/span>zero and first-party data collection<\/span><\/b> should be the default. This allows for a consensual exchange of information\u2014a key to gathering relevant and useable customer insight. This can be done through gamification tactics like coupon codes, early-entry offers, and other incentives that provide value. These strategies also allow for <\/span>progressive profiling<\/span><\/b>, making space to build trusted and quality data collection over time. <\/span>\u00a0<\/span><\/p>\n As these points are collected, it\u2019s critical to bring them together to create <\/span>profile unification\u2014<\/span><\/b>an organized, central gathering of information to avoid unnecessary and duplicate efforts. In conjunction, <\/span>consent management <\/span><\/b>(the ability to unsubscribe, opt-in, and otherwise) will build consumer trust, keep your database accurate, and allow progressive profiling opportunities. <\/span>\u00a0<\/span><\/p>\n Once these foundational pieces are incorporated into your strategy, it\u2019s time to assess <\/span>the orchestration of the customer journey. <\/span><\/b>This includes mapping out how you communicate with your audience and planning how to utilize the gathered data to generate the best possible consumer experience. These strategies aim<\/span>\u00a0to ultimately engage in <\/span>conversational marketing<\/span><\/b><\/a>\u2014a point at which a brand is essentially having a personalized, timely, consistent digital conversation with its audience. <\/span>\u00a0<\/span><\/p>\n When deciding what marketing technology platforms your organization engages with, consider the following foundational pillars: best practices, privacy and security, and sustainability.\u00a0 <\/span>\u00a0<\/span><\/p>\n Additionally, it would help if you looked for these green MarTech flags: <\/span>\u00a0<\/span><\/p>\n Understanding these pillars and capabilities for data acquisition will help set the criteria for your MarTech providers and ultimately allow you to provide a trustworthy and data-rich experience. <\/span>The fundamentals of the customer experience\u2014price point, speed, delivery\u2014are still the priority and shouldn\u2019t be impacted by the implementation of your data strategy. Companies can achieve a strategic and ethical data strategy through context-aware, consensual, valuable, and progressive practices. <\/span><\/p>\n\n
Understanding Customer-Centered Strategies<\/span><\/b><\/h3>\n
Choose Your Marketing Technology Providers Carefully <\/span><\/b><\/h3>\n
\n
\n
\n
![](\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2019\/02\/marketing-automation-bg-speedbump.jpg\" "\\"Marketing")
<\/a><\/p>\n<\/div>\n\t\t<\/div><\/div><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"