Transcription

First-party data playbookfor marketingA guide to inspire APAC brands to utilize first-partydata in responsible, creative, and innovative ways.

What’s insideI.What is first-party dataII.Why first-party data mattersIII.Digital marketing maturity and first-party dataIV.First-party data challenges in APACV.Trust, transparency, and first-party data stewardshipVI.How to pull insights from first-party dataVII.Ways to put first-party data to workVIII. How APAC brands are taking their marketing to the next level with first-party dataA.Turn traffic into sales1. Win customers in the “messy middle” of the purchase journey2. Drive online sales across Google and YouTube3. Adapt your retail or sales strategy to e-commerceB.Build brand recognition1. Reach your audience more effectively2. Show up in the right moments and contexts3. Make the most of your creative resources to drive better resultsC. Drive qualified leads1. Drive new leads2. Measure and optimize the lead pipeline3. Nurture and re-engage existing lead opportunitiesD.Deliver a great mobile experience1.E.Grow local sales1.2.IX.Help people find what they wantConnect with consumers where they areDrive in-store actionsConclusion: How to ignite the power of first-party dataFirst-party data playbook for marketing2

What is first-party data?“You can have data without information,but you cannot have information without data.”– Daniel Keys Moran, computer programmer and science fiction writerFirst-party data is data that a company collects with customers’ consent and therefore owns.It comes from multiple online and offline sources (e.g. web interactions, customer relationshipmanagement (CRM) databases, in-store purchases) and can include information such asdemographics and customer purchase history. Below are examples of first-party data:Email response data, point of sale, and customer spend are cost-effectiveways to quickly understand consumer interest. Brands can experiment withoffers and product recommendations to gauge consumer interest and use aself-learning system to improve results.First-party cookies assess volume and patterns of consumer activity. Thisdata is specific to a brand’s properties, such as apps or websites. Brands cananalyze changes in customer browsing behavior, engagement, and shoppingpatterns and subsequently alter website and app content to personalize offers.While first-party data fuels more relevant consumer experiences and sparks business growth,people will only choose to share their data with brands they can count on. The first step to earningyour customers’ trust is clearly stating what data you’re handling and what the customers will getin return, which means making it simple for users to understand what data is being collected andhow they can opt out. In this playbook, we’ll share advice and best practices for establishingthis two-way value exchange and making organizational and technological changes toimprove your first-party data capabilities.First-party data playbook for marketing3

Why first-party data mattersTrust between advertisers, publishers, and users is critical to an open and safe internet. Today’sconsumers prefer and expect relevant, tailored experiences whenever they interact with a brandonline — but not at the expense of their personal privacy. Searches for “online privacy” have grownmore than 50% year-over-year globally, which shows us that people are becoming increasinglyaware of, and concerned about, how their data is used.Our industry is responding by increasing transparency and offering users more control. Newregulation ensures technology platforms, such as browsers and mobile operating systems, willphase out third-party cookies within two years, by which point we expect new, privacy-safealternatives to be available.In the meantime, there are plenty of tools and technology that can help you shift away fromthird-party cookies while making the most of the insights at your fingertips. Using first-party dataresponsibly is critical to creating personalized experiences that remain compliant with changingdata regulations and browser policies.Sharing relevant interactions across touchpoints sparks business growth because most consumerswill choose a helpful, engaging brand they can trust. That’s why a robust first-party data strategywill be critical for businesses as they navigate their way through challenging times and movetoward recovery.First-party data playbook for marketing4

Digital marketing maturity and first-party dataBuilding on the work of “The Path to Digital Marketing Maturity”, Boston Consulting Group (BCG)and Google collaborated to explore how advertisers are using first-party data and what impactthis has on their digital marketing effectiveness and overall business success. Through thefindings from this study, we aim to help brands unlock the full potential of first-party data byoutlining a clear path to success.The study included 160 brands across theAsia Pacific region, supplemented by over30 interviews with regional digital leaders.The countries included were Australia &New Zealand, Hong Kong, India, Indonesia,Malaysia, Philippines, Singapore, Taiwan,Thailand and Vietnam.10 industriesBrands were assessed based on their level of digital marketing maturity and rated along a maturitycurve. BCG segmented the brands into four levels of digital marketing maturity: Nascent: Run campaign-based executions mainly using third-party data, collect limitedor no first-party data, and direct buy with limited link to sales. Emerging: Use first- and third-party data in basic programmatic media buying withmanual bidding, single-channel optimization, and testing. Connected: Integrate and activate first- and third-party data across channels withdemonstrated link to ROI or sales proxies. Multi-moment: Execute dynamic campaigns optimized toward single-customer businessoutcomes across channels.First-party data playbook for marketing5

First-party data challenges in APACBCG uncovered a consistent theme in the APAC first-party data study: digitally mature brandsare increasingly using first-party data to drive meaningful, privacy-safe interactions with theirconsumers. These brands are also the ones noticing real business results. Brands in the topquartile of maturity that engaged consumers with personalized experiences were able to achievean average of 11% annual incremental revenue and 18% cost efficiency — 2X impact compared tobottom quartile of mature brands.187%of APAC brandsconsider first-partydata critical to theirmarketing efforts.56%of APAC brandsbelieve they arebelow average oraverage at usingfirst-party data.While 87% of brands view first-party data as very important to digital marketing,2 only a few brandsare actually effective at consolidating and de-siloing their data. In fact, 56% of the APAC brandsbelieve they are below average or average at using their first-party data.31,2,3 Google/BCG, “Responsible Marketing With First-Party Data,” 2020.First-party data playbook for marketing6

First-party data challenges in APACThe top barriers are tech-related, led by the inability to linktechnologies for collecting and leveraging dataTechnology factors39%Lack of relevanttechnology stacks,tools62%Organizational factors42%Lack of skilledinternal talent45%Lack of effectiveteam set-up46%Lack ofunderstandingof dataInability to linktechnologiesThe top barriers to achieving significantbusiness impact with first-party dataare tech-related, with up to 62%of brands citing the inability to linktechnology tools as the top barrier,4followed by the lack of understandingof data and its use cases.Furthermore, use of cloud solutionswas common among the more maturebrands, with 100% of multi-momentbrands and over 62% of connectedbrands using the cloud to collect, store,and execute their first-party data.54,5 Google/BCG, “Responsible Marketing With First-Party Data,” 2020.First-party data playbook for marketing7

Trust, transparency, and first-party data stewardshipThe two-way value exchange between the customer and the brandBrandsThe brand gets the opportunity to deliverrelevant experiences for their customers,which leads to a positive impact on thebusiness metrics like conversion rate,retention rate and life-time value. Thebrands can also use first-party data toprospect new customers by finding lookalikes with similar attributes.Trust and permissionto use dataValueExchangeConsumersData stewardshipand transparencyThe consumer gains a better experience,including personalization at all points intheir shopping journey and relevant ads.Increasing consumer trustincreases size of value exchangeThe best use of first-party data involves a two-way value exchange between consumers andbrands. People who trust brands with their data enjoy a more personalized shopping journey. Andin return, brands get the opportunity to lift business metrics and reach new users who are likelyto be interested in their products. To kick off these relationships, brands must ask consumerspermission to use their data by adhering to these two best practices: Transparency: Ask users permission to use their first-party data and give them control bymaking it easy for them to withdraw consent. Value: Highlight incentives such as the relevant personalized experiences that come withsharing first-party data.First-party data playbook for marketing8

How to pull insights from first-party dataHow companies collect and use first-party data varies widely by industry. Many consumerpackaged goods (CPG) brands have apps, websites, and microsites that ask customers to sharetheir information in return for discounts and coupons — establishing a clear two-way valueexchange. CPG brands are also launching more Direct to Consumer (D2C) platforms to sell directlyto their consumers, which help the brands build their first-party database.Other industries that have frequent, direct interactions with customers such as banks, telcos, andretailers also have access to a wealth of first-party data. However, these industries are not alwaysable to use first-party data because it’s siloed on legacy systems. After gaining access to people’sinformation with their consent, brands must then figure out a way to surface insights while makingsure their consumers’ data is only used for permitted purposes.First-party data playbook for marketing9

Ways to put first-party data to workBCG found that brands with higher levels of digital marketing maturity deployed four keyactivation methods using first-party data: Audience definition allows for a deep understanding of key audience segments andenables more personalized communication. Lifecycle marketing refers to strategic customer engagement across the funnel withrelevant offers and experiences. Personalization engines leverage machine learning and analytics to deliver hyperpersonal experiences. Cross-channel lead management advanced through seamless integration of leadactivity across marketing channels.1.5xrevenue uplift achieved bybrands deploying at least 1 ofthe 4 key activation methods.2.9xrevenue uplift achieved bybrands deploying all 4 keyactivation methods.Brands in APAC that were able to deploy at least one of the four key marketing activationsusing first-party data achieved 1.5X more revenue than brands that did not deploy any of theseactivations.6 Moreover, brands that deployed all four activations achieved 2.9x more revenue whencompared to brands that didn’t deploy any of these activations.7 Predictive analytics means using first-party data and machine learning to understandpotential customers you don’t have information about.6.7 Google/BCG, “Responsible Marketing With First-Party Data,” 2020.First-party data playbook for marketing10

How APAC brands are taking their marketing to the next level with first-party dataBrands across APAC are collecting, analyzing, and activating first-party data to achieve theirbusiness goals. Here are five innovative ways APAC brands used first-party data successfully.1. Turn traffic into salesEvery time people engage with a brand, they provide valuable clues about their priorities,expectations, and preferences. By pulling insights from these interactions, brands can tailor theirmessaging and consumer experiences to everything from when and where people make the finalpurchase to the products they’re looking for.Win customers in the “messy middle”of the purchase journeyFrom unboxing videos to online reviews, there’sa lot that can influence consumers between thefirst moment of awareness and the final purchase.People can get stuck in a loop of exploring andevaluating their options in this in-between stage,the “messy middle” — and that’s when brandscan use their first-party data to show up with theinformation and reassurance shoppers need tomake a decision.Download the full report for a complete understanding of the“messy middle,” the behavioral science principles we examined,and recommendations for how brands can apply them.First-party data playbook for marketing11

Case studyIndia’s Max Life lifts qualified leads withGoogle Marketing Platform solutionsAs one of the top life insurance companies in India, Max Life is always looking to drivehigh-value leads while making the most of its budget. To connect with people most likelyto be interested in its policies, the brand integrated Google Marketing Platform’s full suiteof products with its own customer relationship management (CRM) system.Max Life analyzed user behavior on its website by using more than 180 signals fromAnalytics 360 and developed machine learning models to predict propensity scores foreach online lead. The top 30% of audiences scored by the brand’s model were identifiedas “high propensity” leads in Analytics 360, while “similar to high propensity” audienceswere leveraged to acquire more high-value users.The brand then activated lead acquisition campaigns in Display & Video 360 based onhow close people were to signing up for a policy. Outcome Based Buying (OBB) wasalso used to optimize for important customer actions, such as clicks. Max Life’s machinelearning-based omnichannel marketing strategy resulted in a 4.5X higher lead to saleratio, and a 44% lower cost per sale.4.5xhigher lead to sale ratioFirst-party data playbook for marketing44%lower cost per sale12

How APAC brands are taking their marketing to the next level with first-party dataDrive online sales across Google and YouTubeConsumers have gotten more digitally savvy this year, and they’re hopping across onlinechannels to comparison shop when they’re on the hunt for something new. First-party datacan make all the difference when it comes to showing up in the right way to increase salesand decrease churn.First-party data playbook for marketing13

Case studyHJ Holdings keeps Japanese viewers engagedby consolidating its dataHJ Holdings streams videos in Japan using a subscription video on demand (SVOD)model that has over two million monthly subscribers. As the brand connected with morestreamers through Google Ads, it noticed that the number of cancellations was alsoincreasing. The cancellations inspired HJ Holdings to use its first-party data to identifypotential churn to reduce it preemptively.The brand integrated Analytics 360 and CRM data with BigQuery, a serverless datawarehouse, and used Google’s machine learning to extract a pool of users who weremore likely to cancel their subscriptions. HJ Holdings then divided users who weremore likely to cancel into test and control groups. The test group received displayadvertisements and push notifications from the HJ Holdings mobile app, while the controlgroup did not. By reengaging users who were more inclined to cancel, HJ Holdingsreduced churn by 7%.7%reduced churn rateFirst-party data playbook for marketing14

Case studyDBS Bank wins consideration with a data-drivenvideo campaignAs a leading financial services group in Asia and a purpose-driven organisation, DBSbelieves that it has a responsibility to address the pressing social and environmentalissues that we are facing today. Its online mini-series, SPARKS, is inspired by real-lifestories and used as an ideal platform to convey important messages and affect positivechange. To raise awareness on sustainability-related issues, nurture conversations withcustomers and drive preference for the bank, DBS launched Season 2 of SPARKS, themed“Everyday Heroes for a Better World,” on YouTube.The brand partnered with Google and Kasatria, a Google Marketing Platform partner,to evaluate the impact of its brand marketing initiatives on customer consideration andpreference using Display & Video 360, Campaign Manager, and Analytics 360.When DBS Bank assessed its campaign performance with a holistic view of its data,it measured a 159% uplift in brand interest. The bank also saw that view-throughattribution from the SPARKS campaign led to 17% of new wealth inquiries, as well as15% of new loans and SME product applications. What’s more, awareness of SPARKShas increased likelihood of using DBS Bank products and services by 10% compared tothose who were unaware.159%uplift in brand interestFirst-party data playbook for marketing17%of new wealthinquiries15%of new lends andSME productapplications15

How APAC brands are taking their marketing to the next level with first-party dataAdapt your retail or sales strategy to e-commerceAs the lines between brick-and-mortar retailers and e-commerce continue to blur, it’s moreimportant than ever for brands to have an online presence.First-party data playbook for marketing16

Case studyInsurance company Income embracesdigital to lift salesSingapore’s Income saw an opportunity to make its digital experiences even more helpfulfor its customers in a recent campaign, so it used Analytics 360 to get a better idea ofhow users engage with its brand online.Income teamed with Happy Marketer, a Google Marketing Platform Partner, to breakdown its audience into more than 200 groups based on where they began their purchasejourneys in Analytics 360. After exporting these audience lists to Display & Video 360,the brand served ads tailored to different consumer interests and behaviors. For highintent, price-sensitive consumers, Income used Optimize 360 to show them personalizeddiscounts on a dedicated landing page.The brand found that a little personalization made a big difference. Income sawclick-through rates (CTR) jump 92%, cost-per-acquisition (CPA) drop 50%, and salesincrease 12%.925012increasein CTRdecreasein CPAincreasein sales%%%Learn more about Income’s approach.First-party data playbook for marketing17

How APAC brands are taking their marketing to the next level with first-party data2. Build your brand recognitionBeing a recognizable brand has many perks. First-party data can play a critical role in brandawareness by helping companies serve product awareness messaging to its most loyalconsumers and drive awareness among those who may not be as familiar with the brand.Reach your audience more effectivelyWhen consumers are on the hunt for something new, they have countless options just a clickaway. That’s why catching people’s attention necessitates tailored experiences fueled byfirst-party data.First-party data playbook for marketing18

Case studyVoot accurately predicts and reduceschurn with a unified view of its usersAs Viacom18’s premium video-on-demand platform, India’s Voot attracts a large audienceof approximately 100 million monthly active users. However, the brand wanted todecrease user churn.To get a better idea of which viewers were likely to churn, the brand collated user datafrom multiple sources into BigQuery to create a single view of its customers acrossacquisition, analytics, and monetization. After analyzing more than 10 billion data points,Voot built a custom churn prediction model using Google AutoML tables and TensorFlow,an end-to-end open source machine learning platform, for users with a high propensityto leave the app. The brand also used the Google Ads API to create custom audience listsbased on how likely they were to churn and automatically uploaded the segments to itsGoogle Ads account.Voot ran an AB experiment to test the efficacy of the method and using the results of theusers who were in the control group, they determined the machine learning model had an80% accuracy rate in predicting users’ churn propensity. The brand was able to effectivelycreate a 35% reduction in churn between the control and exposed groups. WhileVoot was able to win back higher-propensity-to-churn users, it also unlocked a new levelof cost efficiency: Remarketing budgets were now only being spent on users whorequired that extra nudge instead of those who were bound to return to the platform.35%reduction inmonthly user churnFirst-party data playbook for marketing 3Mestimated revenueimpact annually80%accuracy of churnprediction model19

How APAC brands are taking their marketing to the next level with first-party dataShow up in the right moments and contextsToday’s consumers expect brands to share helpful, relevant information and experiencesexactly when they’re looking for them. Using first-party data creatively and responsibly allowsyou to show up in the moments that matter most with a timely, personalized message.First-party data playbook for marketing20

Case studyAussie employment marketplace SEEK findsthe right audience lists for decreasing CPASEEK, one of Australia’s leading employment marketplaces, wanted to improve how it wasreaching job seekers by serving personalized creative to different audience segmentsand, in turn, increase subscriptions to its website. The brand used first-party CRM datavia BigQuery to automate the daily ingestion of 17 audience segments into Analytics 360.The brand passed audience lists from Analytics 360 into Display & Video 360, where theaudiences were activated based on their profile depth within Studio. SEEK then usedthe data to personalize display creative. The campaign activated 1 million SEEK userswith Display & Video 360 and reduced the brand’s cost per action from 4 to 1.20. Theimproved display creative and richer user sets also meant users were 85% more likely tofind a job offer relevant to them.70%85%1MSEEK usersactivatedFirst-party data playbook for marketingdecrease in CPAmore likely to find a joboffer relevant to them21

Case studyLuxury Escapes’ data-driven strategyboosted local tourismWhen the news of worldwide lockdowns spread and international travel came to a stop, LuxuryEscapes — like many of its competitors — had to press pause on most of its marketing as itsteam regrouped to figure out how to adapt to a rapidly changing environment.Even though Aussies were stuck at home, the brand knew they wouldn’t stay inside forever. Whileits marketing was on hold, Luxury Escapes decided to partner with Google to dig deeper into itsdata, gauge Aussies’ interest in travel deals and destinations, and develop a new strategy.When Luxury Escapes discovered customers were booking future getaways through its website,call centre, and mobile app, it set up a six-week Search experiment to learn more about its localaudience. The brand started by directing potential travellers to relevant pages on its websiteusing Dynamic Search ads that highlighted local deals and hotels.To make these getaways visible in the right moments while Aussies were searching, LuxuryEscapes also reinstated automated bidding to ensure it’d show up on the most relevant queries.As demand increased in regions where restrictions were relaxing, Luxury Escapes was able toseek out new hotel vendors and negotiate never-before-seen deals and experiences. And toconnect Aussies to these one-of-a-kind escapes, the brand tailored its ad copy to reflect theofferings and bid on keywords specific to those regions.By keeping an eye on what its customers were searching for and being flexible with ourmessaging and approach, Luxury Escapes was able to drive as much revenue as it did before thelockdown — a huge success, considering how much the industry was affected — resulting in a12:1 return on ad spend.12:1return on ad spendLearn more about Luxury Escape’s approach.First-party data playbook for marketing22

How APAC brands are taking their marketing to the next level with first-party dataMake the most of your creative resources to drive better resultsSurfacing insights from your first-party data empowers your teams to make impactfulcreative decisions that put their resources to work and build brand recognition.First-party data playbook for marketing23

Case studyJohnson’s Baby India earns new moms’ attentionwith customized messagesJohnson’s Baby India wanted to identify consumers’ diverse needs throughout variousstages of parenthood to reach them in the right moments with personalized creative.To activate first-party data signals, Johnson’s Baby India implemented Analytics 360 onits website. After mapping different parenting stages, the brand identified and createdfour audience segments — expecting moms, new moms, expecting dads, and new dads— and served them relevant ads.This campaign activated by Interactive Avenues, a digital marketing agency, into Display& Video 360 garnered more than 15 million impressions, with more than 4 millionunique users engaged at an average frequency of about 4. Johnson’s Baby India alsoachieved a best-in-class ad recall lift of 20%, as well as a 40% lift in ad recall and a26% lift in favorability among new moms.15MimpressionsFirst-party data playbook for marketing4Munique usersengaged20%lift in ad recall24

Case studyMaruti Suzuki develops data-driven creativeto boost leads and CTRDespite controlling 50% of market share, Maruti Suzuki India wanted to improvethe performance of its digital creative and drive higher enquiries from its onlineacquired traffic. To increase CTRs, Maruti Suzuki used Google’s Cloud Vision API tobuild ads for its NEXA S-cross vehicle using 72 interchangeable creative elements,such as photos, logos, text, and background color.Using creative-level performance data from Display & Video 360, the team builta two-step machine learning model to develop data-driven creative. Machinelearning helped Maruti Suzuki achieve a 10.6% lift in CTR in the first two weeksof the campaign, leading to an 8.5% overall lift. What’s more, the campaignattracted high-value users who spent 14% more time on the brand’s website,delivering 15% incremental leads to online sales inquiries.8.5%overall lift in CTRFirst-party data playbook for marketing15%incremental leads14%more time spenton website25

How APAC brands are taking their marketing to the next level with first-party data3. Drive qualified leadsIn order to grow online leads or actions, you need to gain a deeper understanding of yourconsumers by asking some fundamental questions: Have they already taken an online actionwith you? Have they given you some information, but not completed the action you want?Each user has a different likelihood to complete a lead or action online and should be treateddifferently. You can do this with different messaging, prioritization, or even how you approachasking them to submit a lead or action.First-party data playbook for marketing26

Case studyICICI Prudential Life Insurance uses machinelearning to maximize customer valueICICI Prudential Life Insurance, one of India’s largest private insurers, needed to driverevenue by boosting its lead-to-sale ratio for its life insurance coverage. The brand alsowanted to improve media efficiency across its remarketing and acquisition campaigns.Using its Analytics 360 and CRM data, ICICI Prudential Life Insurance deployed threemachine learning models on Google Cloud Platform to score high-value leads in real time.Leads were used to build similar audience campaigns where high-propensity audienceswere analyzed to identify new in-market and affinity audiences.The machine learning approach drove a 32% incremental lead volume at 61% lowercost than the brand’s existing campaign, as well as 7x higher conversion rate from highpropensity leads with a 18x higher ROAS.32%incrementallead volume61%lower costFirst-party data playbook for marketing7xhigherconversionrate18xhigherROAS27

How APAC brands are taking their marketing to the next level with first-party dataMeasure and optimize the lead pipelineFirst-party data gives you a better understanding of which consumers are the most likely tobe interested in the products and services you offer, and these insights can help you pavemore effective lead pipelines.First-party data playbook for marketing28

Case studySwiggy uses Ads Data Hub to satisfypeople’s cravings for sweetsFor Swiggy, India’s largest online food ordering and delivery platform, first-party data is integralto the company’s core business strategy. But the marketing team found tasks like measuring theimpact of brand campaigns on metrics like brand lift and sales to be a constant challenge.Looking for a solution, Swiggy consolidated all digital channels into a single platform to plan,implement, and measure. With the help of Display & Video 360, Swiggy experienced significantmedia efficiencies—features that limit the amount of times an individual would view theircampaign and provide the ability to reach new audiences.Despite this improvement, there was still the challenge of attributing brand and sales metrics todigital campaigns. So Swiggy used the Ads Data Hub, a privacy-centric data warehouse, to builda full picture of its customers, while protecting their privacy. The marketing team was able tosegment Swiggy’s CRM users into different audience groups and leverage insights to optimizecampaigns that gave its brand and sales a boost.With its consolidated data and new measurement strategy, Swiggy saw a 3.5X increase in sweetsorders and a 42% increase in gross merchandise value (GMV) compared to the previous festiveseason. Swiggy also found that 7.5% more users were more likely

or no first-party data, and direct buy with limited link to sales. Emerging: Use first- and third-party data in basic programmatic media buying with manual bidding, single-channel optimization, and testing. Connected: Integrate and activate first- and third-party data across channels with demonstrated link to ROI or sales proxies.