Grow enables you to create interactive and engaging ways to acquire zero-party data and enrich your customer profiles. You can choose from a library of nearly a hundred Experiences, enabling even non-technical marketers to create engaging, interactive Experiences that collect opt-ins, personal data, preference insights, and purchase intentions at speed and scale.
Think of quizzes, surveys, subscriptions forms, contests, polls and more.
Note: When you're interested to start using Grow, please get in touch with your Marigold contact. Setup and configuration of this integration is done by Marigold.
Grow is available as an additional module.
To be able to access the Grow module, an additional permission is required :
Before creating and using Experiences, the first step is to define what data you want to collect and what it will be used for. Do you want to attract new customers? Or, is improved and targeted segmentation for your campaign the main goal? Maybe personalization? Or all of the above?
By using Grow, zero-party data is collected which can then be used to enrich existing profiles or create new ones. Zero-party data is not only the gold standard of data because consumers are telling you directly about themselves, but it’s also an invaluable tool for surviving the death of the third party cookie, getting consumers to opt-in, and personalizing customer Experiences.
Thanks to this correct and relevant zero-party data, which is collected directly from the source, new leads can be generated in a more efficient way, but also existing customers can be targeted better through more informed segmentation.
In addition, any information gathered through an Experience can be used for personalization, making every communication with your target audience more relevant and engaging.
But everything starts with the right Experience.
Creating an Experience is easy. Have a look at this topic to get started.
What is zero-party data?
Third-party cookies have helped organizations create targeted ad campaigns for years. As the use of third-party cookies dwindles, marketers have shifted their attention towards leveraging zero- and first-party data to continue creating targeted ad campaigns.
Although first-party data is a more familiar term than zero-party data, many marketers have likely been using zero-party data for some time already.
But what's the difference?
First-party data comes from customer behavior, such as web activity, and requires analysis to derive relevant insights.
Zero-party data is information that customers voluntarily share with organizations. The data comes from customer surveys and polls.
This identified zero-party data is the go-to way to drive better personalized marketing campaigns. It doesn't require analysis and offers insights directly from customers.
More information about the different types of data that exist, can be found here.
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