Category: First-Party Data

Obtain valuable first-party data with instant rewards

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ACQUIRE & ACTIVATE

Obtain valuable first-party data with instant rewards

At Perx, we revolutionize customer engagement by empowering brands to unlock the power of data-driven personalization

Amrith G, SVP | Marketing & Customer Analytics

Journey Popularity Index: 

The Rationale

Incentivizing users to share their preferences and utilizing that data for personalized targeted offers and subscriptions creates a win-win situation for both brands and customers. By gathering detailed insights into customer preferences, brands can tailor their offerings to align with individual needs and desires, enhancing the overall customer experience which fosters stronger brand-consumer connections

The Benefits

Delivering personalized offers and subscriptions based on individual preferences allows brands to provide customers with relevant, timely, and tailored experiences. This increases customer satisfaction and engagement, as users feel understood and valued by the brand. This also allows/enables brands to allocate resources more effectively

Ideally Suited For

Industry: Telecom, Travel & Hospitality, Media & Entertainment, Financial Services
Customer base: >100k users
Mobile app: Not Required

Key Performance Indicators

Conversion rate, customer acquisition cost, incremental revenue, attribution analysis

(Video title) “Visualizing User Success: A Journey Through Interaction” or “The Evolution of User Experience: From Interaction to Impact”

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Incentive-led First-Party Data Collection

Peter sees a Facebook ad requesting him to answer a few questions in exchange for an instant reward

1

ACTION 1: Perx Powered Survey

Enticed by the reward, Peter completes the survey, answering preferential and behavioral questions

2

Instant Gratification

Upon submitting the survey, Peter instantly receives an SMS with a unique link to access his reward

3

Perx Powered New Customer Acquisition

A Facebook ad is served to Peter, with a personalized offer based on his preferential data captured in the survey. The personalized offer lures him to sign up for the app

4

ACTION 2: Download and Install

Motivated by the tailored offering, Peter downloads the app and signs up for an account

5

ACTION 3: Phone Number Verification

Peter is prompted by an instant reward campaign to verify his contact details

CUSTOMER ACQUIRED

6

Instantly Rewarding Customer Action

Upon verification, Peter is presented an instant reward for completing the action

7

Activate Customer Through Gamification

To encourage Peter to transact often, a quest-based campaign carrying multiple actions and rewards is launched from the Perx platform

8

ACTION 4: Transact

Peter completes the first action in the quest series - A prepaid mobile phone top-up through the app

CUSTOMER ACTIVATED

9

Instantly Rewarding Customer Action

Peter is instantly rewarded with loyalty points for completing his first milestone

10

Milestone Completed

Peter is excited about being rewarded instantly for the action he completes. Peter is all set to complete his next milestone

11

Success With Another Peter

Insights from the survey are leveraged to target and engage thousands more with tailored messaging and relevant content

12

Explore more Use Cases

  1. Incentive-led First-Party Data Collection

    Peter sees a Facebook ad requesting him to answer a few questions in exchange for an instant reward

  2. ACTION 1: Perx Powered Survey

    Enticed by the reward, Peter completes the survey, answering preferential and behavioral questions

  3. Instant Gratification

    Upon submitting the survey, Peter instantly receives an SMS with a unique link to access his reward

  4. Perx Powered New Customer Acquisition

    A Facebook ad is served to Peter, with a personalized offer based on his preferential data captured in the survey. The personalized offer lures him to sign up for the app

  5. ACTION 2: Download and Install

    Motivated by the tailored offering, Peter downloads the app and signs up for an account

  6. ACTION 3: Phone Number Verification

    Peter is prompted by an instant reward campaign to verify his contact details

    CUSTOMER ACQUIRED

  7. Instantly Rewarding Customer Action

    Upon verification, Peter is presented an instant reward for completing the action

  8. Activate Customer Through Gamification

    To encourage Peter to transact often, a quest-based campaign carrying multiple actions and rewards is launched from the Perx platform

  9. ACTION 4: Transact

    Peter completes the first action in the quest series - A prepaid mobile phone top-up through the app

    CUSTOMER ACTIVATED

  10. Instantly Rewarding Customer Action

    Peter is instantly rewarded with loyalty points for completing his first milestone

  11. Milestone Completed

    Peter is excited about being rewarded instantly for the action he completes. Peter is all set to complete his next milestone

  12. Success With Another Peter

    Insights from the survey are leveraged to target and engage thousands more with tailored messaging and relevant content

Global businesses have driven over 5 billion customer-brand interactions on Perx.

Ready to join them?

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The Cookieless Future - and how to tackle it

Hansel and Gretel can stay on, but their cookies will have to go next year

The Cookieless Future - and how to tackle it

Hansel and Gretel can stay on, but their cookies will have to go next year

And the cookie crumbles – Brands need a new compass to navigate the cookieless future

SVP, Marketing & Customer Analytics | May 18, 2023


A quick 101 before we start: For those who are still wondering why there is no reference to Hansel, Gretel, Disney or chocolate chip cookies in the rest of this blog – these are not cookies that you eat but your computer does. Dubbed the magic cookie, HTTP cookie, a web cookie, an Internet cookie, or a browser cookie, this cookie is filled with information. Information about you, where you’ve been, your preferences, etc. Brands target these cookies to bet on where you would be next. So again, not Chips Ahoy! from Walmart.

Google set to phase out cookies by 2024

So, earlier this year, the father, the son, and the holy spirit of our present-day digital lives, Google took a ‘proactive’ step to get on the right side of you, me, and the 5 billion others who use it or the 500 million who yell ‘hey google’ at a device every month.

Here is my attempt at translating Google’s move: “Hola people of the world, it’s time we stop taking you and your data for granted, so here goes – Before the politicians figure out what we do for a living and before we get called for another congressional hearing, we’ve decided to let go of a key carrier of your personal information – ‘the cookie’ – We did say we will put it to rest this year. But, since we’ve not figured out a way to live without it, we’ve decided to extend it to 2024.

What? No Tracking? In a way, yeah. 

So, does this mean…

…out go those display ads that follow you so loyally to every nook and corner of the web, the text ads that think they are personalized and follow you into your Gmail Inbox, and the rest of the gamut?

Well, not quite.

This act on the cookies may be a step in the right direction as a good samaritan but they are not saints. With the smartphone being the single common denominator in the connected world, consumers thrive on hyper-personalization. Be it ads, promotions, or finding the right pair of ‘Nike Air Force 1s’ for the weekend, we live in an instant gratification world. So, no, we don’t expect them to be saints either.

As an alternative, Google is trialing a ‘less intrusive’ slightly more acceptable version of the cookie. It’s called Federated Learning of Cohorts. In perfect valley fashion, they’ve given it an acronym – FLoC. FLoC is supposed to run locally and analyzes your browsing behavior to group you into a cohort of like-minded people with similar interests (and doesn’t share your browsing history with Google). Don’t fret, your browsing history is still safe; just don’t forget to clear them once in a while if you visit questionable URLs though. That cohort is specific enough to allow advertisers to do their thing and show you relevant ads, but without being so specific as to allow marketers to identify you personally.

Here is another perspective: What do brands, conglomerates, governments, ethical hackers, and even your next-door neighbor have in common? 

We are defined by our preferences and choices.

Answer: They know more about you than you think they do. So take a moment of pause as consumers and deal with that fact. On the other hand, data points such as your favorite laundry detergent, cosmetics, food, brands that meet your needs, and brands that meet your wants are those we anyways flaunt on social media for the world to judge. Our preferences and choices are what make us complete.

These data points form an integral part of the mobile-first, instant-gratification world we all live in. We are so used to something that we like a pop-up on our screen trying to nudge a purchase action from us.

When I browse for information, I still want it to be crisp, and I still want it to be tailored to my tastes. I don’t want to see what the Kardashians are up to on my 10 minutes browse of Flipboard on a Monday morning metro ride to work (or when I am working from home), no that would be for my weekends. 

The answer is a tested and proven YES. It’s called First-party Direct-to-Customer Data Collection. Typically, brands use a way or two to collect this from the horse’s mouth – the customer. To start with, an agency conducts a survey. Or the same agency launches a bespoke interactive campaign built for this purpose and dangles an incentive at the end of the survey. Such activities require a lot of gray matter to come together, taking months to plan and weeks to launch. By the time it’s launched, the campaign or the data set required to collect loses strategic relevance – because, you know, we live in a world of the 8-second attention span and every 10th piece of information we consume is a video of a human or a cat that does something unbelievable.

You may wonder, ‘Hey, you said yes earlier and gave a discouraging and time-consuming  solution to prove it. Is there a way to combat the cookie-less future?’

Sorry for driving you nuts with the last 100 words. Yes, there is a solution. Depending on how you wield it, it has the potential to become the sharpest tool in your B2C marketing arsenal. On the back of this solution, some of the largest global brands in the banking, telecom, insurance, and retail industry have collectively driven over 3,000,000,000 customer-brand interactions till date. For those who are still counting the zeros – it’s a billion.

Brands improve their CAC, drive in-app transactions, boost revenue per active user, and ultimately reduce churn by keeping customers coming back for more. All by transforming their digital customer engagement strategy with the help of concepts such as game theory, pleasure principle, and instant gratification that reward customers for their every action.

Collectively driving over $400M in incremental revenue, the solution of choice for 3 of the top banks, telcos, and even some of the well-established marketing agencies in Asia is the Perx autonomous loyalty and engagement platform.

The fusion of Perx and Open AI is the captivating recipe simmering in our product kitchen. With intelligent campaign recommendations, predictive rewards inventory management, and ChatGPT’s automatic idea generation, we’re propelling customer engagement and loyalty into an autonomous realm fueled by AI and data. Connect with us to find out how you can beat the cookie-less future by simply re-engaging your existing customers and engaging the new ones better.

In a nutshell, the decision by Google to phase out cookies has thrown the industry into a frenzy. While it may mean an end to the tracking that has become so ubiquitous, it also presents an opportunity for brands to rethink their customer engagement strategy, the percentage of marketing budget towards net-new customers vs existing customers, and their ROAS (Return On Ad Spend).

In today’s 8-second attention span world, brands can create a personalized customer experience, increase customer acquisition, and preserve privacy by focusing on building meaningful, long-lasting relationships with their customers. Rather than sustaining transient, transactional relationships, it’s time to foster deeper connections with the millions your business is serving.

The cookieless future brings unprecedented challenges to the entire brand servicing industry and not just B2C brands they serve. Agencies of all sizes are facing a daunting brick wall, hindering their ability to target the right audience, measure and attribute ad spend, manage ad inventory and pricing, and navigate privacy and compliance concerns. This leaves them in a perilous position.

To remain relevant in this changing landscape, the $592 billion global advertising industry must embrace a marketing technology stack that empowers first-party data collection. Additionally, agencies need to leverage innovative approaches such as gamification, AI, data, and analytics at a campaign level. By adopting these strategies, agencies can adapt to the cookieless era, ensuring their continued success in an evolving digital advertising ecosystem.

It’s time to seriously think about how to stay relevant in the cookieless future

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Global businesses have driven over 5 billion customer-brand interactions on Perx.

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Customer Acquisition Starts With Data Acquisition

Customer acquisition starts with data acquisition

Using gamification and data analytics to hit acquisition targets

Grace Alexander

MarTech Blogger | April 26, 2022


Brands need to be data-driven to compete in today’s digital-first world. Are you leveraging your first-party data to acquire new customers, retain existing ones and increase customer lifetime value (CLTV)?

Customer loyalty and rewards programs can be powerful drivers of success, to the tune of a 2.5 time increase in revenue growth, per Harvard Business Review. But there’s a catch — loyalty programs can’t simply be the same cut-and-paste point systems used by so many companies. Instead, really sticky, effective retention and reward strategies should be backed by accurate, abundant, and accessible data about your consumer base.

First-party data is the master key

First-party data is your most valuable asset; it unlocks everything, from new customer acquisition to retention and beyond, decreasing costs, increasing ROI, and driving operational efficiency.

But where do you collect data in the amount and granularity necessary to have a real impact? The Harris Poll asked companies about their issues maximizing the customer experience. The top answer, shared by 25% of companies, was that their data pool was too shallow to boost processes. To avoid falling into this disappointed group, you can collect data from multiple touchpoints, including:

Existing customers providing data during the purchasing process

Every time a customer makes a purchase, they provide data. This data can include their name, address, mobile phone number, email, purchase history, and more. Data analytics can help you group similar customers based on their location, customer behavior such as purchasing preferences, and so on. Analyzing these groups can help you plan new offers and interactions.

  • Example: Create personalized approaches based on loyal customer attributes, and identify and qualify new leads using lookalike audiences as a starting point. Show products to customers as part of an “Other people who purchased this product also liked” listing as a way to drive more purchases and enhance their rewards.
Current or potential customers who sign up for programs

These customers may not have made a purchase yet, but may have signed up for a mailing list, a newsletter, or — yes — a customer rewards program. Rewards touchpoints don’t just use consumer data — they can also generate it. For example, according to MarketWatch, Starbucks noted that 40% of its transactions involved loyalty program customers. Of course, those customers share data with the coffee chain through their continued interactions, but the process is mutually beneficial, as they are also unlocking bonuses.

  • Example: Increase customer loyalty before they even make their first purchase! For instance, you can present a chance to play a free game and win a reward through a message texted to a mobile phone number or sent to an email address. Introducing customers to gamification and rewards from first contact is a great way to build relationships. Indeed, Starbucks cited immediate gratification for new members as a key feature of its program.
Customers of partners who have shared their data with you

Data partners (organizations who share their own consumer data with you based on business relationships) can also be a valuable source of first-party data and a way to expand your own datasets. The more data you have, the more effective data analytics processes spot patterns and builds highly targeted customer groups.

  • Example: Reduce customer acquisition cost by leveraging data from trusted partners. A bank might receive data from an insurance provider and can use that information to build tailored offerings that encourage opening a new account and joining a loyalty program.
Analyzing customer behavior delivers actionable insights

Customers’ behaviors deliver even more powerful insights than their raw persona data. For example, you don’t need to know a customer’s name to understand that a person is a big repeat spender or tends to buy every new product or service you launch.

Behavioral patterns based on consumer data deliver actionable insights you can use to boost your customer acquisition rates and strengthen your existing base. It would help if you had a constant flow of new data to build out datasets and make it easier to spot these patterns.

To see a real-world example of how these more data-rich interactions can revolutionize loyalty and drive CLTV, there is the case of the digital solutions company StarHub, which built a new interactive rewards program on the Perx Platform.

Take away impediments to interaction

Legacy customer loyalty program strategies may actually be keeping customers at arm’s length. StarHub envisioned a type of continuous interaction with customers, creating many more touchpoints that would keep the brand top of mind and encourage new, more profitable behavior. The key was to develop a rewards strategy that did away with the earn-points, burn-points loop common to so many loyalty programs.

Track customer behavior on a deep and personal level

Every rewards-based customer interaction is a chance to learn more about that person, and customer loyalty strategies allowing continuous engagement enable more of these touchpoints. For example, after StarHub rolled out a weekly, gamified reward program, powered by a new and simple in-app experience, user requests per second increased by four times, a huge increase in interactions that brought a tidal wave of data.

Focus on value-based last-mile engagements

As consumer data increases in volume, it’s possible to both notice overall patterns and deliver highly specialized experiences to individuals. The StarHub platform delivers instant gratification for customers in the present while also measuring every response to strengthen engagement in the future. The very positive experiences served to these customers improve offline engagement with the brand and in-the-moment online engagement.

Balance retention and acquisition with data-driven loyalty

While a rewards and loyalty program starts with the retention of existing customers, it can serve as a way to attract new clients, please them and turn them into loyal customers. Instant-gratification customer interactions that provide a valuable feedback loop of data don’t take long to solidify loyalty. StarHub’s telco business boosted retention by 6%, then increased new customer acquisition by 11%. Its Net Promoter score also rose across mobile, TV and broadband.

How perx uses gamification to drive customer acquisition

Perx technology empowers brands to act on customer insights, boost interactivity, and build highly configurable and personalized engagements quickly, for reduced time-to-market and a more delightful customer experience — all without compromising customer privacy or data security.

Most legacy loyalty programs are generic and bland, failing to connect with customers on a deeper level and missing the chance to build brand stickiness and loyalty. Personalized engagements that leverage known customer behavior data can bring authenticity to the process and encourage ongoing revenue-driving actions.

The Perx Loyalty and Engagement Platform (LMP) helps brands hit their customer acquisition targets through gamified engagements that instantly deliver gratifying, relevant, and personalized customer actions.

Are you ready to harness data acquisition to drive customer acquisition and elevate your average customer’s LTV? Ask for a free Perx demo today.

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Global businesses have driven over 5 billion customer-brand interactions on Perx.

Ready to join them?