SALESmanago, a customer data platform (CDP) and marketing automation solutions provider, has launched its CDP with a dedicated set of features. These features are expected to help businesses collect and manage zero-party data and combat climate change. Zero-party data (ZPD) differs from first-party data in a few ways. The most salient difference is that customers voluntarily provide this data. The ownership of ZPD also lies with customers, while the ownership of first-party data lies with the business. Hence, the business cannot sell ZPD without the customer’s consent.
ZPD is currently considered the most serious response to new and upcoming data privacy regulations, data ethics, the elimination of third-party cookies, and the challenges around ecommerce sustainability.
See more: Zero Party Data: An Answer To Consumer Data Privacy and Better Personalization
According to Greg Blazewicz, CEO and founder, SALESmanago, “It turns out that gathering data directly from your customers is not only the way to revive the idea of one to one commerce. Actually, it is the only way to approach the current challenges of data privacy constructively and align with the steps taken by the largest players on the market to reduce the usage of cookiesâ€.
SALESmanago Continues To Add Features
Over time, the company has continuously introduced new features and updates to its CDP. For example, last January, it introduced a loyalty program for online stores where businesses can increase their customers’ lifetime value (LTV) by deploying loyalty data to gamification, segmentation, omnichannel workflows, and rewards programs. In July, it introduced Web Push Notifications 2.0Opens a new window , where businesses can engage customers with codeless, multi-language, CDP-driven push notifications. In October, it developed a new customer audience creator, refreshed interface in lead generation lists, and an integration with SMS gateway.Â
Earlier this year, SALESmanago introduced a few other features. The ZPD features are the latest ones in its series of feature additions.Â
Key Driver Behind the New Feature
According to a recent study by Merkle, about 76% of consumers are willing to share their data for personalization. At the same time, consumers also want to control how businesses and marketers use that data. As mentioned earlier, zero-party data is the data consumers voluntarily share while still having ownership. Simultaneously, ZPD also goes beyond personalization and data privacy. According to recent studies, the introduction of ZPD by ecommerce companies can significantly reduce carbon footprint. According to a recent study by Dentsu and MicrosoftOpens a new window , 87% of customers are willing to change the products and services they purchase to protect the environment.
Blazewicz said, “We want to help each ecommerce business contribute to combating climate change, and we believe the small steps around gathering relevant data from customers might have a great impact on the environment.â€
See more: 4 CDP Trends That Will Drive the Industry in 2022
However, when it comes to CDPs, most platforms operate on third-party and first-party data to some extent. While businesses have identified the superiority of ZPD, there is a shortage of an integrated solution that makes it possible for them to collect, manage, and use such datasets effectively.Â
The new feature from SALESmanago is expected to make it possible for an effortless collection, management, and effective utilization of ZPD by improving customer segmentation and recommendations in natively built omnichannel environments.Â
How SALESmanago will price its CDP with the new features is yet to be seen.
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