Reimagining Customer Retention with First Party Data

Martechvibe is undertaking this survey to understand how marketers in the UAE are leveraging first party data to drive retention and loyalty among customers. The identities of the respondents will remain anonymous. The findings will be presented as part of a report published in May 2023.

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* 1. How big is your customer base?

50,001 - 100,000 members

100,001 – 500,000 members

500,001 – 1,000,000 members

1,000,001+ members

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* 2. Which of these would be affected the most due to the death of third-party cookies?

Campaign performance measurement

Personalisation

Establishing omnichannel systems

Data-informed product enhancement

Targeting the right audiences

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* 3. What are the primary sources your organisation uses to feed first-party data?

Purchase History

Website History

App History

Customer Surveys & Questionnaires

Email/Newsletters

Social media

User Generated Content - reviews, photos, videos

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* 4. What is your top priority while using first party data in your company?

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* 5. When looking for partnerships to improve first party data strategy, what is your primary objective?

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* 6. How do you monetise first party data at your organisation?

Cost savings with increased ROAS on paid channels

Individualised outreach via product recommendations and targeted offers

Increasing the value and frequency of repeat purchases

Saving time in identifying high-value shoppers

New business opportunities for revenue-generating teams outside of marketing

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* 7. As a marketeer, my challenges with leveraging first party data include

Resolving shopper identities and building profiles

Combining data from different sources

Integrating data across different platforms and systems

Using real-time data as triggers for marketing actions

Making integrity of data and sharing across internal teams

Benchmarking and monitoring success

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* 8. How is first-party data helping your organisation in retaining customers?

Personalisation by tailoring messages and offers

Improved customer targeting by understanding behaviour and preferences

Better customer experience by understanding the needs and wants of customers

Retargeting campaigns after analysing customer behaviour and purchase history

Others

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* 9. My technology retention stack currently consists of

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* 10. My marketing goals for the year 2023 are

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* 11. On a scale of 1 to 10 (with 1 being the closest and 10 being the farthest), how far along are you from achieving your retention goals?

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* 12. Please elaborate on your retention goals and challenges (with respect to the previous question).

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* 13. What privacy concerns do you have when it comes to first party data collection?

Breaching customer trust

Breaking privacy guidelines

Sale of personal information by unscrupulous parties with unauthorised access

Data security issues

Other fraudulent consequences/practices

Others

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* 14. How do you increase engagement for subscription and loyalty members?

Testing offers and measuring results

Offer premium content

Offer dynamic reward systems based on behaviour

Early access to advanced functions like beta testing, product comparisons, etc.

Rewards high engagement via user-generated content

Make customers a brand advocate via referral programmes

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* 15. What is the biggest challenge that your brand faces while coaxing customers to join their loyalty programmes?

Customers are not interested due to lack of personalisation

Customers are hesitant as they don’t find any value

We are unable to demonstrate the added benefits

Our loyalty programme lacks enticing incentives and rewards

We have trouble finding the right partners for loyalty strategies

We do not have a platform that can ensure optimal customer engagement

Others