How first-party data can revolutionize hyper-targeted performance marketing
The 8th edition of the MOBEXX Summit 2024, held on November 27 in Delhi, spotlighted the transformative role of first-party mobile data in hyper-targeted performance marketing. Among its key sessions was a compelling panel discussion on ‘The Transformative Role of First-Party Mobile Data in Hyper-Targeted Performance Marketing’.
Chaired by Swati Nathani, Co-Founder, Team Pumpkin, the session brought together leading industry voices to explore how businesses can ethically and effectively harness their data amidst growing privacy concerns and evolving regulations. The session featured an illustrious line-up of speakers, including:
Gurpreet Singh, Head of Performance, GroupM
Jatin Kapoor, Managing Director, AdsFlourish
Sai Tota, D2C Revenue Head, Salty
Tathagat Jena, Head of Online Sales & CMO – India and APAC, HMD
Setting the stage, Swati Nathani remarked, “I have with me an extremely talented group of gentlemen today who are going to share some fascinating insights on how first-party data can revolutionize hyper-targeted performance marketing.”
Automation and First-Party Data
Nathani commenced the discussions by asking Gurpreet Singh about the role of automation in leveraging first-party mobile data for real-time campaign optimization. Gurpreet Singh highlighted the advantages while cautioning against overuse. He said, “We’ve seen significant shifts in how first-party data is utilized, particularly with automation. The opportunities are immense, especially in India, where audience scale is growing. However, over-targeting the same audience can lead to fatigue. Brands must use a funnel approach—treating first-party data as the outcome of top and mid-funnel activities, not the sole focus of targeting.”
Integrating Data for Hyper-Targeted Campaigns
Jatin Kapoor delved into AdsFlourish’s integration of first-party mobile data to create impactful campaigns. He emphasized its value, stating, “First-party data comes enriched with consumer attributes, offering insights into behaviors, preferences, and intent. This allows us to build detailed cohorts and target effectively. With tightening budgets, focusing on the lower funnel using this data ensures optimal conversion through real-time remarketing and retargeting.”
Driving Customer Acquisition and Retention
Addressing D2C brands, Sai Tota explained Salty’s data-driven approach, stating, “We segment data into three categories – PII, clickstream, and transactional – and create cohorts based on behaviour and preferences. For customer acquisition, personalized product recommendations tailored to Tier-1, Tier-2, or Tier-3 cities are key. For retention, we combine transactional and clickstream data with cohort-based insights to optimize strategies and maximize ROI.”
Navigating Diverse Consumer Preferences
Tathagat Jena shed light on managing varying consumer preferences across India and APAC. “Consumer behaviour differs significantly; for us, a purchase cycle might span 15 to 18 months – quite unlike FMCG. We refine lookalike audiences using tools like Google Analytics and DB360, leveraging data such as past purchases and geolocation. WhatsApp for Business has also been a game-changer, enabling personalized and non-intrusive customer engagement in regions with high WhatsApp usage,” he added.
The distinguished panellists underscored the transformative potential of first-party mobile data in performance marketing, highlighting the need for a balanced approach to personalization, the role of automation in optimizing campaigns, and the importance of tailoring strategies to diverse audience segments.
These are edited excerpts. For the complete panel discussion, please watch below:
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