The Keys To Unlocking First Party Data At Scale

Jul 27, 2021 1:30 PM2:30 PM EST

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Key Discussion Takeaways

As third-party cookies are slowly disappearing, many people are wondering: how do we get first-party data? How do we maximize its usage? What are the best ways to gather it?

Jebbit, a company that excels in data transparency and gathering, says their studies showed that 80% of consumers are willing to share their data to enable a personalized experience. On top of that, 91% say they're more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations in that process. Basically, people are comfortable giving their information as long as it provides value back to them and they understand how brands collect and use it.

In this virtual event, Aaron Conant sits down with Alexia Phipps and Pamela Erlichman from Jebbit to discuss strategies for gathering first-party data. They talk about how to build data trust between your brand and consumers, why polls and personality quizzes can help you collect declared data, and how to be more human in a digital world.

Here’s a glimpse of what you’ll learn:


  • Alexia Phipps and Pamela Erlichman explain the difference between types of data
  • How personalization builds data trust between consumers and your brand
  • How to use a poll, personality quiz, or product finder to gather first-party data
  • Building your survey: focus on genuine value upfront to get consumers engaged, then ask questions to give them a personalized experience
  • The downfall of instant pop-ups — like trying to put a ring on at the first date
  • How to be more human in the digital world
  • What questions should you be asking — the four main aspects to consider
  • Strategies for getting people to answer the questions: guided selling, gamifying the surveys, or loyalty points
  • How can segmentation optimize my consumer’s experience?
  • Strategies for maximizing the lifetime value of a customer, creating more conversion, and getting fewer returns
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Event Partners


Jebbit provides online advertising support services. They help create interaction and engagement between a company's web content and the consumers, expands company's brand to social media, provides market researches, and offers promotion on school campuses.

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Guest Speakers

Aaron Conant LinkedIn

Co-Founder & Managing Director at BWG Connect

Aaron Conant is Co-Founder and Chief Digital Strategist at BWG Connect, a networking and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. Speaking 1x1 with over 1200 brands a year and hosting over 250 in-person and virtual events, he has a real time pulse on the newest trends, strategies and partners shaping growth in the digital space.

Pamela Erlichman

Chief Marketing Officer at Jebbit

Pamela Erlichman is the Chief Marketing Officer at Jebbit. Pamela has over a decade of experience in marketing within the world of data. Before her time with Jebbit, she was the Vice President of Marketing at Datalogix and then became the Vice President of Global Marketing when Oracle acquired it. Pamela has been with Jebbit for about three years.

Alexia Phipps

Strategic Client Partner at Jebbit

Alexia Phipps is the Senior Client Partner at Jebbit. Jebbit specializes in creating digital experiences that gather first-party data at scale. Alexia partners with their largest CPG clients to develop their first-party data strategy and learn how it ties into the customer experience. Before joining the team at Jebbit, she was the Sales Development Representative for Oracle.

Event Moderator

Aaron Conant LinkedIn

Co-Founder & Managing Director at BWG Connect

Aaron Conant is Co-Founder and Chief Digital Strategist at BWG Connect, a networking and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. Speaking 1x1 with over 1200 brands a year and hosting over 250 in-person and virtual events, he has a real time pulse on the newest trends, strategies and partners shaping growth in the digital space.

Pamela Erlichman

Chief Marketing Officer at Jebbit

Pamela Erlichman is the Chief Marketing Officer at Jebbit. Pamela has over a decade of experience in marketing within the world of data. Before her time with Jebbit, she was the Vice President of Marketing at Datalogix and then became the Vice President of Global Marketing when Oracle acquired it. Pamela has been with Jebbit for about three years.

Alexia Phipps

Strategic Client Partner at Jebbit

Alexia Phipps is the Senior Client Partner at Jebbit. Jebbit specializes in creating digital experiences that gather first-party data at scale. Alexia partners with their largest CPG clients to develop their first-party data strategy and learn how it ties into the customer experience. Before joining the team at Jebbit, she was the Sales Development Representative for Oracle.

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Aaron Conant

Co-Founder & Managing Director at BWG Connect

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution.

Co-Founder & Managing Director Aaron Conant runs the group & connects with dozens of brand executives every week, always for free.

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Discussion Transcription

Aaron Conant 0:18

Happy Tuesday everybody. My name is Aaron Conant. I'm the Co- founder and Managing Director of BWG Connect where networking and knowledge sharing group with 1000s of brands, who do exactly that we network and knowledge share together to stay on top of newest trends, strategies, digital pain points, whatever it might be the shaping the digital landscape as a whole, I connect with 30 to 40 brands a week to stay on top of those trends. So if anybody ever wants to have a conversation, just throw some time on my calendar, shoot me an email Aaron a-a-r-o-n at BWG Connect dot com and we can have a conversation there. That's actually how we stay on top of the most relevant things as a whole. And I guess if you know, basically, as the same topics come up over and over again, we host an event like this. So you know, thanks to everybody I've talked to in the past and looking forward to future conversations as well. A couple housekeeping items as we get started here. Number one, we're starting three to four minutes after the hour. And just as a heads up, we're going to wrap up with at least three to four minutes to go in the hour as well. So you know, roughly I would say around 226 eastern time, we're going to we're going to be you know, kind of ending the webinar as a whole. So just a heads up. If you're looking at your watch, just know, we'll give you plenty of time to get on to your next meeting without being late. Now the next thing is, you know, if you have any questions at any point in time, drop in the q&a section, the Questions tab there on the GoToWebinar panel. You know, it's open, we'll ask those live, want to get as many of those answered as possible. So drop as many as you can in there. Or if it's easier, at any point in time, just email me questions. Aaron a-a-r-o-n at b-w-g Connect dot com we can answer questions that way as well. And that includes an hour after the conversation today, tomorrow, next week, you have any questions in the digital space? Like I said, I'm talking to 30 or 40 brands a week more than happy to connect you with somebody in the network that can help answer those questions if I can't do it myself. So with that being said, I want to kind of kick off the conversation from the standpoint of as we're on this digital maturity curve, in COVID happens and everything starts ramping up on the DC side. And then we start hearing things of you know, third party cookies going away. And now there's, you know, then move on 2022 to 2023. And then iOS updates. There's all these different things that are going on as a whole. And people are having a huge question around first party data as a whole. How do we get it? How do we maximize the usage of it? You know, what are the ways for gathering it? This is becoming incredibly relevant. And I would say 10 to 15% of my conversations as a whole. And so we got some great friends, partners, supporters of the network overjet they're great friends, to a lot from brands that work as a whole and come highly recommended. So we kind of asked them, Hey, would you like to jump on the line today? And, you know, kind of give us an overview of this space as a whole. But also answer as many questions as we can throw at you over the next 15 minutes or so. And so, you know, a great partner, so they said, Sure. So we're going to go ahead and kick it off. I'll do a brief intro, I should say, kick over to you Pam for a brief intro on yourself and Jebbit, we'll kick it over to Alexia and then kind of then jump into the information a little bit. Sound good?

Pamela Erlichman 3:14

Sounds great. Thank you. And thanks for having us today. My name is Pam Erlichman. I'm Chief Marketing Officer of Jebbit. I've been a job in about three years. Prior to which is relevant to the conversation today. I was at data logics that got acquired on the third party data side, they got a court acquired by Oracle Data Cloud several years back, and was there a total of eight years? So my marketing life has I've spent a lot of time with data. And definitely happy to answer any any questions you have, um, Jebbit has been around for for about eight years. And it's a fun founder story. Email me, and we'll talk about it afterwards. But it was founded by two friends at Boston College, who were trying to win a tech Star Award competition. And they landed on this idea of what if there was a way brands would know that consumers were engaging with their advertising. And from there, it just took off. So again, a lot a lot of fun to that story, but I'll save it for another day. Alexia, why don't you introduce yourself as well?

Alexia Phipps 4:20

Yeah, thanks, Pam. Hi, everyone. Great to meet you. My name is Alexia Phipps, and I'm a Senior Client Partner here at Jebbit. So I partner with a few of our largest CPG clients, helping them develop their first party data strategy and and how it all comes together and ties into their customer experience. So looking forward to the conversation

Aaron Conant 4:36

there also. So everybody, again, you have questions in this space drop in the Questions tab or email them to me Aaron A-a-r-o-n at BWG Connect dot com And we'll we'll get as many questions answered today as possible. So I know we have some stuff here. But if I want to kick off with a question before we get into this just a level set declared data zero party data first party data third party Can you kind of like lay the groundwork for that for it? Maybe it's in here, I don't know. But that vernacular, as a whole was declared, what's your what's first party lets you know all of that stuff, I think that would be great. Because a lot of terms that have ramped up over the past six to 12 months that we're concerned about before. Now, it's incredibly important that we know when people are talking about what they mean by it.

Pamela Erlichman 5:23

Yes, for sure, then there's definitely a slide in here. But the most simplest ways to think about it is third is bought in for this conversation, not more often than not not consented by the consumer, they don't know that this is happening. This was my my life before Jebbit. Second, think about borrowed a lot of retailers and cpgs are data sharing, to to obviously, bring relevance from from both perspectives to a customer. And then within the world of first, which we're really going to spend time on today, there are really three major types of first party data. One is transactional. So you know, you're you're buying something and that data is collected, it is first party data, you're getting that directly from the consumer. Second is behavioral, they might be on your site, clicking around and you've got you've got that behavioral data of what they're doing as they engage with you. And, and those are both great sources and very much needed sources. But they're also inferred sources. So and that is the the core difference between between declared or zero party data, we call it declared data as Forrester labeled it as zero party data. But what we're talking about here is consumers willingly and explicitly giving their data to to a brand. So through a direct branded interaction. They they know what's going on, they're choosing to do so. And and they're explicitly telling you what their preferences interests and motivations are, again, versus versus observing or inferring what they're doing and why.

Aaron Conant 7:03

Okay, awesome. So declared in zero party at the same. Awesome. Yes. I get asked that question that time. So

Pamela Erlichman 7:13

now it's it's fine. Obviously, like, again, it's all new. And so we had been calling it declared for a long time before Forrester came out with it. So we just said, We don't care what you call it. But whatever you choose to call it, first zero or declared what we're what we're talking about here is is consumer given information.

Aaron Conant 7:34

Love it. Love it. Okay, awesome. Yeah. And we'd love to see some of the stuff you have here for us today. Yeah.

Pamela Erlichman 7:39

Great. All right. So just to jump in, um, and we already covered this, I'm going to move right on. We think why everyone's here today, is because of what Google our friends at Google and Apple have announced. And it's funny because we thought back when GDPR and ccpa were announced, that might be the forcing function for brands to really start thinking about how they're going to scale and focus on their first party data. That didn't happen to the because of those changes. That didn't happen to the degree we thought it would. But certainly, I think every change needs, it needs a decent forcing function. And Google and Apple have provided it now. So brands, even though we've got a little bit of a stay of execution with Google brands, you know, the the number one way to figure out what to do next is certainly by having direct relationships with your consumers. On top of that, Aaron, as you mentioned, obviously everything with the pandemic in the drive to digital, and eComm has all of this and and the rise of gamification has all just accelerated. Why why I think we're all here today. And so, you know, people may may say, Oh, we have to do things differently, this is going to prevent a problem. But you know, what Alexia and I, our point of view is, is this really a bad thing when you look at some of the data and what consumers think about advertising as we know it today. And so from the Salesforce study on the state of consumer engagement, you've got, you've got consumers saying, you know, 41% agree that you know, brands are too aggressive and following the end devices and browsers, and 51% say too many ads are annoying or irrelevant. And the worst for the brands listening today is 53%, saying they actually get irritated with the brands meaning it's what's happening with cookies and with following and with advertising is leaving a bad brand impression, which is obviously the last thing anyone on this line wants. And so adding to that, you know, how we're doing it and what needs to change. We're also talking about what's happening with data trust in the process. And so Jebbit two times a year does a state of consumer data trust study, where we go out and we ask consumers how They trust a brand with with their data and their information. And so what was interesting this time around and by the way, happy afterwards Aaron to give you this report so that you can send it out to everybody listening for those that are interested. What was interesting is in the pandemic, overall trust rose compared to past studies, I think, you know, our hypothesis is that people had to get more comfortable with what, what, how digital is working, and they had to shop that way. Um, but you know, on a 10 point scale, 6.35 still leaves a lot to be desired. And so the number one reason that consumers said they don't trust a brand with their data is asking for too much information. And the number one way they said a brand could increase data trust is personalized communications, that they willingly share the information, they know how the brand got it, they you know, and they gave it to them. And now they understand why the personalization is occurring. So what builds data trust, when we dug in a little bit more 80% 83% said consumers are willing to share their data to enable a personalized experience. So again, personalization wins here, in consumers eyes. And even on top of that, 91% said, they're likely to shop with brands who recognize, remember and provide relevant offers and recommendations in that process. So again, I think people are comfortable giving their information as long as how we're collecting it, we have to think about why you know, what, what you know, about me, and how you're using it? And is it providing value back to me?

Aaron Conant 11:43

So, great,

Pamela Erlichman 11:44

there's a path, right. But, you know, when we look at our brands starting a lot of brands are now focused on collecting first party data. But are they going about it the right way? Are they starting to think about what is the right data? And our perspective on this and looking at some of this data's No, they're not. And so when you look at some of the top pieces of information that that brands, of course, contact information, that's important. But when you think about device in demo, and transactional, those aren't the data points that build loyalty and trust and personalization. towards the bottom, we're starting to get to the right place, which again, Alexi, and I will spend more time on in a little bit, but their preference data, you know, behavioral data, okay, but what about their affinities, their lifestyle, their emotional connection to the product of the brand, and what they're trying to do, we think a lot is left off this list that are actually the drivers of loyalty and trust. I'm Erin, I'm going to, I'm going to not spend a lot of time on this slide, because we kind of set it up with with your question. But again, when you look at the data landscape, you've got third party, which is observed and rented, and, you know, the consumer doesn't know how you got it, where are you got it from? Again, from my past life, I know, I know, there's some accuracy problems there. But you're just getting you know, some of this age and gender and demo and things like that, that aren't really drivers of an important conversation. You've got second which which can get you around some affinities and and retailers and where they shop and things like that, which is helpful. But again, what we view as where this is all going and where where brands need to focus not only because of the changes in the ecosystem, but also because of building consumer relationships is around this world of first and declared and zero party data. And so the difference being, which again, we'll we'll dive into in a little bit, you know, the, the context, it's a gift to our spouse, my interests are running my preferences or trail shoes. Those are the kind of data points that can really drive personalization and relevancy and recommendations that can't really get acquired by any other source than asking a consumer directly. Aaron, feel free to interrupt me at any time, I definitely want this to be a conversation.

Unknown Speaker 14:13

So what

Aaron Conant 14:14

so how do you do a quick reminder for the people who have dialed in if you have questions along the way, as well just drop in the Questions tab or email them to me, and we'll get them answered as we go. But no, I think this is great. So far. I think it's just, you know, kind of processing all the data. And then, you know, we can do that kind of the Deep Dive of, you know, how do we get more declared, you know, zero party data as a whole. I mean, I get that,

Pamela Erlichman 14:36

I promise no more stats that was just a set the landscape right now and so now let's answer the question. So how how, you know, how are brands doing this and when you think about the old way, um, you know, going to a site and scrolling endlessly and trying to figure out what the right product is for you. Versus, you know, what we're really focused on is Alexia mentioned with with brands across all major consumer industries is doing more of an interactive experience that's asking them the questions and giving them the recommendations in the moment. So not making the consumer do all the work so to speak. But hey, you know, what's, what's your personality? A fun value exchange? answer a few questions, you're getting really critical data points about skin sensitivity, and how often they go, you know, without shaving, and then able to give a really relevant recommendation based on what the consumers telling you. So this is, this is what we're talking about we, in a fun way, call it quits commerce. But and it's not just product recommendations, or product finders, a lot of the brands we're working with, it could be a voting experience, a personality quiz, a knowledge test, product matches, etc. But all these different ways to engage consumers in a much more fun and interesting and and relevant way to capture this data.

Aaron Conant 16:01

It's really quick, a question comes in when's the best time to capture their email address then? Right is in so I'll elaborate just on it a little bit, which is, do they want to give How are they? How open? Are they giving? I don't know, maybe it's a mobile number. Maybe it's a you know, it's an email address? Do you capture it right away? Or do you then just know you're going to capture it at checkout? And then close the loop there? I think it's that balance of how invasive do I want to get? Right? Cuz I mean, yeah, some of the earlier slides, were saying 50% of people already feel like it's a little bit too invasive. Or maybe it was 40%. But

Pamela Erlichman 16:39

yeah, no, that's a great question. It's a question we get all the time. And the answer is not up front, we have tested this over and over again. Most brands do it right before the outcome. So right before the recommendation or right before your personality profile or right before your your trivia results. You do that, you know, quick, you know, what's your email address? And, and will will, you know, knowing that their next screen is actually the outcome they want. That is the way most most brands do it. And a lot of brands sometimes make it mandatory, depending on what their goals are, and whatnot. But some people also just make that checkbox optional. And they can still get the outcome if they want to. And then to your point, Aaron, like they'll try again, hopefully, when it when it goes, redirects over to their site.

Aaron Conant 17:30

Awesome. Yeah, I think I think it's spot on is how do you have something that's catered to as many people as possible? I mean, we're in a, spoil me now, kind of, you know, timeframe, I want everything and I want it for free. And I want it to be highly personalized, but I don't want to give you enough data, or only enough data to make it as personalized as anyways, it's super cool. So love that.

Pamela Erlichman 17:52

And what and what's cool is you can test what what what is it that you're giving them. And you know, within our platform, you see the waterfall. So if you're getting a whole bunch of drop off at a lead capture screen, you know, you can test and learn your way into it to figure out how you increase that lead capture. But on average, we see we see brands getting getting, you know, 40 to 50%, lead capture rates through these, those those that are obviously their objective is lead capture, of course.

Aaron Conant 18:18

I mean, I think you hit on a great point, which is it's testing learn, and you never stop testing and learning. Right, the the space that we're in today, and the consumer mindset now is going to be different a year from now. So you start with something and with the idea of you know, testing and learning as quickly as possible.

Alexia Phipps 18:36

Absolutely. Yeah. And just to kind of tee up, Pam, in this case, also, I think when it comes to capturing an email address, we want to kind of share with the consumer what they're getting for sharing their email with us. So obviously, you know, it's strategic to put it right before the results, but maybe you'll get your results sent to your inbox to shop later, because you're on your phone, and you're not about to stop and make a purchase. So there's definitely some inherent value to you know, asking for the email and then being able to send something to your inbox right after also, which a lot of brands will communicate and the experience to,

Pamela Erlichman 19:06

right. And so consumers that go through go through these experiences, complete them at rates, it's I know people think this is crazy, but it's true, like 85, on average about 85 to 90%. And and why I say in meaning once once a consumer clicks into the experience, do they go all the way through it? Those are the completion rates we see. And, and, you know, the question is always why and how, and it honestly is this slide because these genuinely provide there's a value exchange up front, they know they're going to get you know, get a personality quiz outcome or they want to test their knowledge on something. So these are the these are the six things, six forms of genuine value that we've learned and sort of refined over time, that are the ones that get consumers to engage at really high rates. So again, entertain me Save me time tested me It could be unlocking a benefit a loyalty program or a piece of content or something like that. Teach me or give me a recommendation. these are these are and an experience could do more than one right? It could give me a recommendation and save me time like a product Finder. But these are the these are the sort of core tenants of genuine value that we talked about. You can you know, brands will say, Well, can I do a monetary reward or a discount? You absolutely can and brands do it.

But our point of view is we've learned over the years, you don't have to, you can but you don't have to

Aaron Conant 20:38

skew awesome. Love it. Yeah.

Pamela Erlichman 20:40

So step one in this is, as I just mentioned, what what's the genuine value you're giving to the consumer? Step two, is focus on meaningful and actionable data, excuse me going into a coughing fit now. And so this is that when we talk about declared data that again, as I mentioned before, this is the kind of data that you can't get from anywhere else, but asking a consumer directly. So what's my skin type? Or sensitivity? What what might I need like CBD for? Is it sleep? Is it energy pain? You know, all of these kind of questions that are meaningful and actionable meaning meaning, you know, if you're going to ask the question, it's going to be able, you're going to be able to personalize and help them based on these kinds of questions. Versus again, what we were talking about with like, you know, demo or location or things like that. So those those are really what we see is, again, focus on genuine value upfront to get them engaged, and then ask the questions that you can actually give them a meaningful, personalized, relevant experience with afterwards.

Aaron Conant 21:48

So another question that comes in is around when do you When do you engage in this in the customer journey? At what point? Do you go? Because I mean, think about the, the where we're at right now, as soon as you go on a website, give me your email address, right? Like, as soon as you text, you know, give me your phone number, I want to text you, I want to give you an offer is 10% off. It's like, well, at what point in the customer journey? Does this happen? I love to hear your thoughts on those instant pop ups as well.

Pamela Erlichman 22:21

I love that this question is asked because again, as we think about like, how are we more human in digital, right? If the pandemic forced us all into digital? And then how do we create genuine, valuable relationships, and the emails going to any eCommerce site and instantly that give me your email address, but 15% you know, I joke and equate that to, like, you know, trying to put a ring on it on the first date. Like what the person just got here, they don't even know they haven't even had a chance to browse yet. And and what kind of welcome is that? And so um, and there's a bunch of things Alexia and I can riff off of like, if digital was real life. Like is would you ever do this to someone, but a brick, you know, brands are using us throughout every aspect of the of the customer journey. So in social and top of funnel awareness. Again, pulling someone in with a trivia or personality test or something like that is a much more engaging way for them to get to know your brand and get them to participate and stop and care. And Alexiais going to show some examples all the way through, like thinking about welcome series in loyalty, or, you know, you know, for further down funnel and trying to get to affinity. So the quick answer is at all stages of the journey, and thinking about what you need to learn at each stage so that you can kind of progressively get to know your customer better, and when and where it matters.

Aaron Conant 23:54

Awesome. Awesome.

Pamela Erlichman 23:56

So there was a lot of talk, there's been a lot of talk about big data. And and again, my prior life, I spent a lot of time talking to big brands about their data lakes, and just collecting and buying anything and everything. And the way we really think about what's happening in the ecosystem, and what's happening with consumer trust now, is really thinking about a small data framework. So one of the questions we get all the time is what should we ask? And so we put this together as a really simple way to think about sort of the four aspects to to think about what you need to know. So relationship Who is it for, you know, again, the holiday times is the worst to assume that the person shopping shopping for themselves and not for someone else, and then they're retargeted all over the place endlessly and annoyed so understanding relationship is really important in understanding emotion, how do they want to feel again in that CBD example, it might be that they want to get more energy or or they need to get sleep or or if it's two teeth whitening it's I Want more confidence? You know, things like that? Or it could be how do you want them to feel about your brand? preferences? What what decisions, you know, if you're if you're a sneaker company, what matters in the decision making? It's written for running, walking, etc? And then, um, and then the last piece of this context, you know, it might be a long purchase cycle. So when when do they need it? What what's the interest or driving motivation? And so hopefully, this is helpful for everyone. But this is just sort of how we think about like, what are the important questions to drive loyalty and trust?

Aaron Conant 25:34

So another question that comes in, is there are there any, you know, so they've outlined, you know, fashion, food, beverage, you know, jewelry, other categories? So I'll just elaborate a little bit, you know, kind of broaden the question by their categories. This is more applicable to than others, as people try to figure out, you know, is, is this part of my, you know, my marketing stack as a whole?

Pamela Erlichman 25:58

No, I mean, unless you're your brand only selling one, one product? Um, I don't I don't think so. Um, you know, where we're working with brands, across all industries, b2b included services included, thinking about like, what what package someone might need, and cable or, you know, things like that. So I'm truly, you know, kind of asking those questions specially for product finders as to what should I recommend to them? You know, if you have more than one product in your portfolio, and if you want to grow that relationship, this is pretty industry agnostic. Alexei, I don't know if you have anything else to add to that. But, you know, Yeah,

Alexia Phipps 26:38

I would agree, I think we'll get into some of the use cases. And depending on the brand, you know, you might have a different use case for what you're going to do with Jebbit. But the goal of the experience and the platform overall is to collect valuable audience data and provide a relevant customer experience. And I think to Pam's point that that really touches on a wide variety of industries.

Pamela Erlichman 26:56

Yeah, I mean, we, on our homepage, you'll you if if a brand is interested, there'll be a quiz. What's your marketing objective? You know, what are you trying to do? All you know, we we practice what we preach, and even use it in a in a b2b setting. Awesome.

Aaron Conant 27:12

Love it. And everybody, for those of you joining halfway through just having an awesome conversation with the team at Jebbit Alexiaand Pam, around, you know, first party data is a whole declared data. How do you get more of it? How do you utilize it? How do you leverage it? And so anyways, keep dropping questions into the Questions tab or email them to me, Aaron a-a-r-o-n. At BWG Connect dot com. We'll keep getting them answered. We want to get as many answers as possible. So yeah, so I'll kick it back over to you.

Pamela Erlichman 27:41

Yeah, thank you. And so going back to that framework, you know, on average, most people asked three to four questions, that's usually the sweet spot before you start to see drop off. But I just wanted to share this is sometimes in your data journey and thinking about small data. And what's most important, in some cases, it might just be one data point. And so we've been working with the NFL for four years now. And what they have learned over time is really, they just need one data point to to increase fan divinity and increase their revenue per fan. And that is what is your favorite team. And years ago, before we were working together, I went to to buy a holiday present. And the person is a Vikings fan. I am a diehard Patriots fan. And then for a while there, I just kept getting emails with Viking stuff. And when I mentioned earlier like, it can turn into annoying and actually getting mad and mad at a brand. You can imagine how that would be for any any diehard team fan. And so again, when you when you're thinking about all the data you could collect, we work with brands to really encourage what is the data you need to collect. And like I said, in this case, they just they just need one. That's what they've learned over time. In the case of one other one in the case, we work with eBay Motors. And what they've learned over time is it's three evey motors knows that if they have year making model, they can take all of those product skews that they have and narrow it down to only the relevant ones for that car owner. And over time, they've they've learned that having these three data points versus versus consumers that they don't have these data points on the ones that they do a 38% increase in lifetime value. So just a couple, you know, just a couple of use cases of like how this small data comes into play and how it can drive, you know, incredible results for businesses. And so with that, I'm going to turn it over to Alexia at this point to again, talk about and help help help bring this all to life for everybody with some of the most popular use cases and some other brand examples.

Alexia Phipps 29:55

Awesome. Thanks, Pam. And so I alluded to this a little bit earlier, but there's a few different use cases for Jebbit. Obviously, the content is one thing whether you're doing a poll, a personality quiz, a product finder, but how and why you're going to use the data will usually work with customers on executing one of these five kind of core use cases. The most common is around guided selling. So think you're using the data in the moment to recommend a product or set of products for a consumer. That's, you know, a lot of the examples Pam was giving about a product finder is certainly in this kind of COVID, accelerated digital era, we're seeing a lot of guided selling happening through Jebbit as a great way to collect data and the value exchange being those product recommendations. That being said, the second most common use case is just to gamify your surveys. So as consumer expectations evolve, no one really wants to fill up, fill out a long form Survey Monkey survey just for a chance to win 50 bucks, especially if they're 4050 questions. So a lot of our brand partners will either gamify their surveys make it fun. One brand does this thing where they have a timer, how many detergent brands can you name in 10 seconds, and it's kind of like a race of the clock. Other brands will kind of take a more progressive approach with their surveys where maybe they're sending them more frequently, but they're really fun. And there's only like five questions. So depending on how you think about it, just gamifying the survey experience can be a huge value add. The third most common example is all around retention and loyalty. So we're going to get into a few examples in a moment. But a lot of brands want to have more than a transactional relationship with their most valuable customers. So they don't always want to hit them with Hey, shop now, hey, we thought you'd like these, hey, by now. So what they're doing is creating a way to kind of build repeat engagement that isn't all around shopping, but sometimes inspiration or education or content consumption. And a lot of times what they'll do is they'll reward the consumer with loyalty points or awards for engaging, so giving that exclusive experience to loyalty and rewarding them for that.

Aaron Conant 32:00

Yeah, I see your hearing caught. I mean, I love that one because I'm hearing cost to acquisition is going through the roof, right. And part of that is the iOS updates and everything else. How do I maximize, you know, lifetime value of a customer? Yeah,

Alexia Phipps 32:15

exactly. And a lot of brands are just spending more time on their core audience, they're already engaged, they've already bought from you, you know, you can really kind of go back and strengthen that relationship. So bright opportunity there. The fourth most common use case is all around segmentation. So a handful of brands will come to us and say hi, I have you know, six personas or segments. And I don't know, you know, who in my 10 million consumer database fits which segment or persona, but I have all these journeys based off of my segments, I you know, want to do unique retargeting based off these segments. So what we'll often do is create some sort of profiling experience. A lot of times this is included in an email, welcome series, and you know, maybe someone joins the email program, we greet them with an experience, and to learn more about their running style, which is one of the examples I'll get into. And then coming out of that we have them kind of bucketed as a certain type of person or type of consumer, where through integrations, you know, you can send them relevant email journeys, based off of what kind of segment they fall into. So great use case there. And then other clients will take sort of a, you know, crawl, walk, run approach, really just wanting to get started with lead capture, hey, you know, people aren't really answering my, you know, email pop up, I'm getting a lot of drop off exit outs, you know, how can I make, get more consumers to provide me with their email. And so we'll start to incorporate kind of gamified content rich experiences as a way to get consumers to just share their email and grow your database and within lead, capture, SMS capture, you know, really any sort of contact information that you're looking to get?

Unknown Speaker 33:52

Awesome. Yeah, so

Alexia Phipps 33:54

wanted to bring it to life. For some of you on the line, I think it's always helpful when you see examples, and I talked through some of those different use cases. NARS is definitely leaning into that kind of guided selling use case. So obviously, for their products, especially during COVID, when you're not really going in store to shop anymore. And, you know, you can't try on makeup anymore at Sephora, which is a big change. For a lot of us. You know, now you have to find what you're looking for online. And so they leaned into this as their biggest opportunity to collect declared data, they obviously can have a product finder for lips or blush for eyebrows for you no cross category for a whole look. And so this is just one of their examples of a shade finer experience. It lives not only on narcis website, but they've also launched it across all their Sephora websites globally. So really just scaling the opportunity to collect that first party data through more of that guided selling type experience.

Aaron Conant 34:51

So quick question that comes in. What do you see around increasing conversion rates? And then do you also see a decrease in returns Yeah,

Alexia Phipps 35:01

I love that question. We actually have a few case studies on this with clients, because this is something that we measure really closely. And when we're working with clients, a lot of times they'll have kind of two sets of goals, one's around, here's the data, I want to collect the type of engagement I want to see. But then the other goal is around incremental revenue, or how the experience is actually benefiting, you know, a purchase, for example. So a lot of clients will track conversion rate, average order value, and we actually see that when a Jebbit experience recommends, you know, one or more products, there is a pretty significant increase there, depending on the industry, it's not uncommon to have, you know, on the low end, you know, three and a half 4x increase in conversion. And you know, sometimes from an returns perspective, we've had one client who somehow is attributing it to less than 1% returns, but the people who have taken the quiz and made the purchase. So we always talk about this as you're really creating buyer confidence, minimizing decision fatigue, and just really simplifying and streamlining that path to purchase, which is a great use case, especially for those people interested in increasing card size.

Aaron Conant 36:08

Here, right, and I imagined, the higher the dollar value, the more you know, the the lower the returns get, right? Yes, everybody wants to feel good about what they bought, and it was the right thing, and it was recommended to them and you know, then they can feel a lot more confident, a lot less buyer's remorse, I guess. It's awesome.

Pamela Erlichman 36:28

Yeah. And that's attributed to because you're asking questions and getting that curated recommendation, there's a higher confidence level that they got the right product for them. And that's why she doesn't see any returns, which is pretty amazing.

Aaron Conant 36:44

Let me go to the next one.

Alexia Phipps 36:46

Yeah, so this next example is around that segmentation use case I mentioned. So we've been working with the asix martec team now, for a couple years now really rolling out globally with them. So their approach to Jebbit is to really kind of segment their consumers into one of six different types of runners, you know, you might be a performance runner, a mindful runner, a lifestyle runner, a fitness runner, there's, you know, six of these different types of consumer segments. And they want to speak to you differently, you know, based on if they know you're training for a marathon, or, you know, you jog two miles, you know, three times a week to stay fit. So what they've done is, as soon as you join their email, welcome series, they're one of their first emails that they'll send, you will invite you to find out what your runner type is, again, kind of a fun, dedicated email, it's not asking you to shop, it's just a fun, engaging email that consumers will go through. And they'll answer eight or nine questions about, you know, what it means to them to run it's really based on like, an emotional connection here with the brand. And then at the end, they'll also insert a preference question to make sure that they're communicating to the right way going forward. So in the end, here, you get your result in terms of what type of runner you are, you know, depending on the brand, your segments might translate nicely into something that you tell the consumer they are, you know, otherwise, we can mark that on the backend as well. But in this case, the consumers a lifestyle runner, they get products that they can then shop that fit the type of runner that they are, and then Meanwhile, through an integration that we have with Salesforce asix, now can email that user with the lifestyle journey, as opposed to the journey that they have set up for a fitness runner, for example. So Aaron, you talked about retention? I think that's like a great retention use case to get more out of your, your current customers. Yeah, another

Aaron Conant 38:31

question that comes in what other ways are you using the data that you're collecting? And I think you had mentioned just a little bit like, Is it your mapping customer journey? But you know, are you segmenting that and then doing look alikes within the overall CRM, so then you can retarget similar people and say, Hey, by the way, you know, we noticed you might also like XYZ

Alexia Phipps 38:54

100%. So depending on the brand and their goals, and kind of the channels they're launching on, we have some clients using Jebbit for audience building, really finding those look alike audiences that match kind of the declare data personas of their most valuable customers. And we'll have other clients that will pass Jebbit data into an on site personalization engine, like dynamic yield that, you know, based on what you've shared before, relevant content or products is on the page when you go back to visit. And you know, others Audience Insights. So they really want to learn about a core segment for some of our grocery customers. Some of them are very focused on moms. They want to know how many kids you have how often you go grocery shopping, if organic or this or that's important to you. So in general, it can be around insights to you know, help make business decisions also really depends on on the brand and your goals there, but there's definitely a strategy to match.

Aaron Conant 39:46

Awesome. So another question comes in what engagement Do you expect from direct email questionnaires? And then, you know, then you have the SMS side, like can you mobile message them into a questionnaire I'd love to hear your thoughts, the one that comes in direct, direct email question. Yep. So,

Alexia Phipps 40:03

yeah, absolutely. So the way that a lot of our brand partners will launch Jebbit and email is to typically send out a dedicated email. So it's the core focus the attentions there. There's not, you know, transactional or kind of other motives getting in the way there. And they'll link the Jebbit experience through email. So consumer opens their email, they see a call to action, as soon as they click on that, the Jebbit experience loads there. And a lot of times, you know, the subject line will match the experience they're going into, a lot of times the content of the email itself will be really image driven and reflect the experience as well. So we tend to see I mean, depending on the client, sometimes 20%, higher increase in open rates. And then really, depending on the industry, we have benchmarks that we can provide whether you're you know, Econ, beauty, you know, CPG client of what you could expect in terms of click through rates, increasing everything. If you

Pamela Erlichman 41:01

think about simple things like just here are late, you know, here's the spring lock kind of email subject line versus let's find the right spring look for you. Right, though those simple, simple changes like that with again, doing something that's much more personalized and guided for the consumer is absolutely what Alexiais mentioning in terms of driving open and engaging rates. Yeah.

Alexia Phipps 41:28

Awesome. Oh, and then this example here is from one of our clients Express, I love this example, we've been executing on this strategy with them for about four years now, they have become totally turnkey, in what they're doing launching a new loyalty quiz to their next loyalty audience every month. And these experiences are really geared at doing a few things. So one, obviously, they're looking at driving conversion. And these experiences match you with a set of products that best fit a theme that their experience is built around, maybe it's holiday style, maybe it's your vacation style, maybe it's Valentine's Day date, night outfit, you know, whatever their theme of the month is, it's really easy for them to go in, upload their imagery and kind of create an experience that communicates that. Now, in addition to obviously, the the recommendations tied to whatever result you might get, they are also using Jebbit for segmentation. So they have four different next loyalty kind of personas. And based on how you engage, your results are actually tied to the persona that you must identify with. So similar to asix, in that sense, and just does a great job of highlighting how you can kind of combine your goals into a single experience. The one other thing I'll mention on this one is they've really found you know, what works for them. And we talk about testing and learn a lot. And typically when a brand is is starting to pursue a strategy like this and and hasn't done it before, you know, you can test different experience types, different question flows, and really what works well for you. Express always starts off with a question, what are you shopping for today? Maybe it's men's or women's? And it's gonna branch you with relevant questions, imagery copy, based on how you answer that first question. So again, just really refining what works best for them. And in this case, offering loyalty rewards and points to really seal the deal.

Pamela Erlichman 43:17

And to Alexia point, if you want to know what every everybody's building right now it is holiday gift finders, as I mentioned before, like getting context wrong about who someone shopping for right, you know, during the holiday season. That is that is probably what's being built the most in the next several months.

Alexia Phipps 43:34

Yeah, and also the value to the customer, like, need help finding the perfect gift for mom or for your significant other or for whoever, like that's something that yes, I need help on, I'm going to click into that and engage so right give me gift inspiration. Exactly. Awesome. This is a great example from a fast casual brand we work with and W they're using Jebbit to create a combo builder.

Pamela Erlichman 43:56

So there's obviously a few motivations here, one just wanting to stay top of mind, especially during COVID and engage their consumer who might not be going out to get food all that often. I personally know I took some road trips, this past year and a half or so, so great to kind of be top of mind and also just learn about the different, you know, flavor profile of the consumer and match different combos based off of if they like, you know burgers or chicken sweet or salty, whatever it might be. This experience at the end, after you build your combo, it gives you a chance to unlock a coupon and find your nearest location. So really seamless kind of user experience. They're taking into account what they've learned about you. And if you're open to sharing your location, you know, making it seamless to to use your coupon that you just unlocked and go get some food to wrap this piece up. And Aaron absolutely loved the question so far. So definitely hit us with some more otherwise we could we could hit a couple more case studies if we wanted to. But really, what we're what what this kind of all boils down to and what our advice is For everybody listening today is is three key areas. One is that piece of genuine value that that we've been talking about, too, is building trust, you know, with data. And then the last piece is, you know, declared data and and consent to data. And then the last pieces is this notion of a small data mindset and getting to the right questions, the motivations, the preferences. The last piece that we sort of cut just just in the essence of time today, that that we would love to get into another date is thinking about your return on data. And so a lot of the teams are, you know, the acquisition team might not be talking to the loyalty team, but the acquisition team, you know, cap did, you know, use an experience for lead capture not only got the lead, but they got really important preferences that should be used to personalize down the road. But we never think about that as marketers as getting credit for that, or thinking about the data that actually would lead to increased increased engagement and increased revenue down the road. And so again, conversation for another day, but but we also spend a lot of time thinking about how you map where that data was captured, and what added value you are bringing down the line.

Aaron Conant 46:19

Yeah, I just think the idea of data in the fact that the third party is going to go away. And I know, you know, it's already started happening with the iOS updates, but Google, you know, yeah, they push it out a year, but it's gonna happen. leveraging the data that you have, and maximizing the value of it in a variety different ways. And enhancing it is, and the ways that you collect it is going to be, you know, Uber important. In in, the people who over index on it right now are not going to be behind the eight ball, you know, when everything actually does fall through with Google and Google could flip its mind and you know, change his mind and go back, say, hey, mid 2022, we're getting ready to third party cookies. Now, this is awesome. So a question that that comes in, is we mentioned test and learn a lot. You mentioned, test and learn a lot, you know, does Jebbit have a test and learn program? Or is this something you roll out, you know, on every product? The other one is just, you know, how long does it take to implement a test? So kind of along the same thing? I think people are interested in this as a whole. So what are what his next steps look like?

Alexia Phipps 47:26

For sure, so I can answer that. Jebbit does have a test and learn program, we have our onboarding program is essentially called the jumpstart program as we've named it internally, it basically walk through client goals and KPIs success metrics, and test and learn opportunities. So if you are trying to identify, for example, the best audience most willing to share this data, and you know, the types of content that are most going to engage your consumer, the channels that are going to be most effective in data collection. And driving results, typically will optimize for content audience and channel just as a few examples. And so that's definitely something that's kind of baked into how we onboard clients, how we think about getting started and building out your best practices. Of course, we have kind of like industry benchmarks of you know, what we know works well for eecom versus what we know works well for CPG. But every client also might have their own opportunities, loyalty programs, this or that, that we can lean into as an avenue for great data collection and engagement. And then that program itself, we our onboarding program is about three months. So it gives you an opportunity to test and learn a few different experiences a few different channels, and really kind of make optimizations every two weeks or so a lot of clients will go live with their first job experience and the first 30 days just for like a sense of how long it might take to launch your first one. And that's truly because, you know, we want to make sure from a data standpoint, we're being thoughtful about what we're collecting. From a value exchange standpoint, we want to make sure it's clear to the consumer what they're engaging with. And then just from like a content branding experience, we want to make sure it's fully on brand and represents the brand in the best light. So those are some of the considerations we'll make also,

Pamela Erlichman 49:06

until Alexia point, the 30 days, obviously, for bigger brands that need brand approval and a lot of like, you know, taking it around the horn, that's absolutely true. I will also just add that we have a lot of SMBs and mid market brands that will go into the platform will build a product finder and have it live in hours if not, you know, days if not hours. So it really oftentimes with with much bigger brands, it's sort of the internal processes that that slow this down. The only other thing I would add is we get the question a lot. So I will I will, I will jump ahead and answer it of like build versus buy. And you know a lot of people ask us well, we want to do a quiz but we're trying to do it internally. And and it's taking a while and we got to get in it is Q and in all of these other things that as electric was mentioning that test and learn part. The beautiful thing is if you see, like one question is causing a lot of drop off, or something like that you can iterate on the fly and republish in a heartbeat. So the notion of being able to just continually, like optimize and have nothing sort of hard coded or based on you know, it and tech resources is another reason why a lot of brands have, you know, built before but it wasn't work working and and then and then use use the platform for way more flexibility and speed.

Aaron Conant 50:34

Oh, yeah. I mean, the IT departments. I mean, we talk about eCommerce and it blowing up and, you know, the need for, you know, digitally savvy people. It is right there with it, they were already inundated. It's a standard cost center that's out there. And now they're being hit with, you know, 15 different integration tools on top of, you know, their e RP and, you know, CRM integration. Yeah.

Alexia Phipps 50:59

They don't want to vote on their website, but they're gonna want to change every season. So it's a great kind of alternative to that. Right.

Aaron Conant 51:07

Yeah. I mean, so this has been just an all around awesome conversation. I'd like to say, you know, we're kind of getting right at time here. I'm going to kick it over to you, Pam Alexia for key takeaways. But I do want to say a quick thank you to everybody who dialed in today. Thanks for the great questions they came over. You know, if you're looking for more information on this 100% worth of follow up conversation with a team of rich have it they're great friends and partners, so the network and supporters of it, and a lot of brands in it. So worth the 30 minute conversation for sure. They're doing some amazing things in this space. And really value add, considering changes that are coming rapidly. Some have already started on the data collection side. So Alexia key takeaway here is we get to the end, and I'll kick it to Pam and we'll wrap it up.

Alexia Phipps 51:48

Yeah, I'm going to leave you with a thought starter of if you were having coffee with your customer, what would you ask them? So that's kind of how what we recommend in terms of thinking through like, what's that conversational way that you would want to learn maybe one or two really important things about them?

Aaron Conant 52:02

Pam? Okay. Two key takeaway.

Pamela Erlichman 52:04

Yeah, similar to Alexia, it's like, be more human, right? No, no one wants a email capture right in their face when they're trying to do it. How can you help and guide versus blast and push? And to your point, Aaron, I popped this slide up just so our email addresses here, we are more than happy. And we'd love to have conversations, as well as if you're just curious if maybe we didn't show examples in your industry, or that were that relevant to you. We feel free to email us and we're happy to shoot you some examples that maybe are more relevant based on who you are and what you're trying to do.

Aaron Conant 52:41

Awesome. Well, thanks, Lexi. Thanks, Pam, for your time today. Thanks for sharing all this data. more than happy to connect you with anybody on the line. Anybody if you need follow up information, just let us know. A look for a follow up email from us. I'd love to have a conversation with you as well find a topic for the next call that we might do. With that. We're going to wrap it up. hope everybody has a fantastic Tuesday. Great rest of the week. Everybody stay safe. We look forward to having you at a future event. Thanks, Alexia. Thanks, Pam.

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