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This is where first-party data plays a significant role- a sustainable and privacy-respecting means for personalisation. Fun Fact: 78% of brands consider first-party data to be the most valuable data source for personalisation, up from 37% in 2022. Using First-Party Data for PersonalisationHere’s how eCommerce brands can activate first-party data to deliver richer and relevant experiences:Segmentation & Dynamic Profiles: Create dynamic customer segments (for example, frequent shoppers, high spenders, cart abandoners, one-time purchasers). Best Practices for Data CollectionMake sure you collect first-party data effectively and ethically. If you want to use first-party data for personalisation, contact 18th Digitech Australia today!

To remain competitive in today’s signal-saturated world, marketers need to deliver relevant, personalised content throughout the customer journey. At the same time, there’s been a near 50% increase in consumers who feel frustrated with a brand that does not recognise their unique desires and needs in its personalisation strategies. Unpacking the personalisation journey - For years, brands have been perfecting personalisation strategies that resonate with consumers and make them feel like individuals. For many B2C brands like PepsiCo, classic personalisation has meant plugging simple forms of data like email, names, addresses or recent purchases into outbound channel communications to ensure touchpoints are viewed as timely, relevant and contextual. Check out our Martech Cube Podcast for stories from the industry experts that share their business journey with tips and strategies to achieve career success!