Third-party data will soon be obsolete. The year 2024 effectively heralds the end of cookies, particularly on the Chrome browser, which, let’s not forget, holds around 60% of the market share. From now on, marketers will have to turn to Zero-party and Fist-party data to optimize their campaigns. But what exactly are they? How do you ensure the effectiveness of a marketing campaign? Find out the answers here.
Zero-party and First-party data: what are they?
Cookies are well known to marketers. However, the distinction between zero-party and first-party data can still be confusing.
First-party data
First party data is also known as first-party data. It encompasses all the information gathered about your audience via their interactions and behaviors on your platforms. With an internal mailing list, for example, you can identify which e-mails generate the most clicks and sales. This data, known as proprietary data, is indispensable to marketing professionals in developing effective, targeted campaigns.
Zero-party data
Zero-party data, on the other hand, comes directly from customers who share it voluntarily. This includes comments left on your site, phone calls, or direct e-mails. This information provides valuable insights into customer preferences and expectations. It allows you to better personalize your marketing campaigns.
Thanks to zero-party data, you can adapt your strategies to anticipate changes in data privacy. It can also increase your conversions and overall revenues by 20 to 40%.
You understand how important these two elements are to the long-term success of your business. They enable you to reinforce successful campaigns and eliminate less successful ones. But how do you get this data from your affiliate program?
Collect customer data from affiliates and influencers
You can effectively leverage your affiliate program to gather data on your target audience by collaborating with affiliates and influencers. There are various ways of doing this.
Competitions
To collect as much Zero-party data as possible, collaborate with influencers by organizing contests. These influencers can promote your new products via publications. In this way, they can encourage their audience to share their opinions and select the products that interest them. Thanks to their expertise, influencers can attract a large audience to these contests. They can generate a large flow of valuable data directly from participants.
Affiliates can also help increase the number of people on your mailing list. Organize a contest, but this time for your affiliates. For example, you could ask them to encourage quality subscriptions. The affiliate who gets the most new subscribers wins. As a reward, you can offer double commission on all sales made over a given period following the contest.
A pre-order campaign
Do you want to launch new products? Want to determine production quantities? Launch a pre-order campaign highlighting some of your new products. Working with influencers and affiliates, you can promote a few new items and offer a bonus product to the first 20 orders, for example.
This strategyattracts traffic to your e-commerce site. You can collect zero-party data directly from customers via their preferences and feedback, and first-party data through interactions and behaviors observed on your site.
Quizzes
Quizzes are an effective strategy for collecting zero-party and first-party data. They enable you to ask consumers questions directly and recommend specific products. By collaborating with affiliates, you can make quizzes more attractive and generate more interest.
Remember that affiliates have in-depth knowledge of their audience. They can provide valuable insights for creating relevant and engaging quizzes. This collaboration maximizes the collection of quality data, essential for understanding consumer preferences. This will enable you to personalize offers while respecting their explicit and voluntary consent.
Optimize your affiliate and influencer campaigns
Developing different strategies to find out more about your customers isn’t enough. You also need to think about tracking your influencer and affiliate campaigns with precision. This monitoring will enable you to identify the best-performing affiliates and understand which offers are generating the best results. In this way, you strengthen the trust between you and your partners.
For effective management of your affiliate campaigns, it’s advisable to call on experts like Casaneo. Their expertise will enable you to monitor the performance of your campaigns. You’ll also be able to monitor your ambassadors and influencers with first-party data, eliminating the need for third-party cookies.
Consider using your brand’s domain for links. This way, you can establish quality connections and ensure that customers can transact securely while collecting the right information. This approach also boosts your e-commerce’s SEO, especially when affiliates place backlinks on other sites.
By leveraging first-party data, you gain detailed information about your audience. You also strengthen your relationship with affiliates, who appreciate the transparency and precision with which their efforts are evaluated.
Track and protect your valuable data in a cookie-free world with Casaneo. Contact us now to track the performance of your campaigns.
