Here’s a hot take: First-party data is important. However, personalizing experiences based on a user’s past actions and transactions doesn’t always work. Why? Because people’s needs and preferences are changing at a rapid pace. What I liked yesterday I might despise today, and vice versa. Browsing a product or buying it once is a poor indication of me wanting more of that product. Clicking on a notification or opening an email doesn’t necessarily indicate interest – I might do it out of curiosity, boredom, or even by mistake. So what else is needed? Preference data or zero-party data, collected continuously from users to capture their changing preferences. In my latest guide – the final part of the 5-part series produced in collaboration with Piwik PRO – I cover some use cases depicting the benefits of complementing first-party data with zero-party data and the consequences of ignoring preference data (link in comments).
Ward R.
1mo
This is a great callout--people change over time. Arpit Choudhury, how do you identify what might be a slowly changing dimension vs what is more likely static for a customer experience?
Marcin Pluskota
1mo
Nice hot take 👌
databeats frontman 🥁
1moHere's the guide titled How to Understand Audience Preferences to Improve Engagement and Build Better Relationships: https://databeats.community/p/preference-data-for-more-engagement-and-better-relationships