The big challenge for a lot of companies is moving from a relationship that was based on third party data, to a relationship that is based on first party data. They haven't gotten permission from a consumer to use their data. The reality about this is that the companies that are going to struggle are ones that historically haven't done that. The second critical piece is getting the consumer’s permission. As I indicated before, maintaining trust and transparency is key to our interaction with customers. The first is transparency and being very clear with your consumers when you are capturing their data, and what you're doing with data. Kendall: At one level this is a very complex topic, but I like to simplify it down to two key things that I think PCH does really well. Because you're in such a unique position, would you mind sharing some best practices on how people can think about getting to know customers, with less visibility? Let’s go back to something you touched on in both questions one and two, which is the increasing reliance on first party data and needing new methods to solve for the overall data deprecation issue. Maintaining transparency and trust with our customers has always been a cornerstone of how PCH does business. Consumers provide us their name and address when they register on our platform and for those who give us permission, we use this and other first party data, to deliver relevant targeted advertising. As a result, we have industry leading engagement levels with our consumers and are able to deliver very strong performance to advertisers. PCH is very transparent with consumers from a data privacy standpoint when they opt into our platform. One of the major reasons that I came to PCH was to help accelerate our digital transformation and continue to ensure that we are delivering relevant digital experiences to our consumers. It’s about optimizing the experience whenever and wherever they're engaging with us. It’s also critical that we ensure that our advertising partners are able to reach the right consumer, with the right type of type of advertising, that is relevant for that consumer, and that the ROI exceeds anything else they can achieve in the market. That is where the first party data comes in. Throughout the course of a year, we have a whole variety of opportunities for consumers to win: from small cash prizes, to larger ticket items like a pickup truck or cash for a dream house, to our most well know giveaways which we call our SuperPrizes prizes where a lucky individual can win life-changing giveaways like seven thousand dollars a week for life. It’s a very simple, but compelling, value proposition that is as relevant now as it was seventy years ago. We are very consumer oriented, and we’ve been around as long as we have because we've evolved and because of our very strong brand relationship with our core consumer who love engaging with us Since our founding seventy years ago, PCH has given away over half a billion dollars to consumers all across the U.S. Kendall: PCH is a consumer-facing company whose primary value proposition to consumers is that we give them a free chance to win. as it relates to leveraging first party data and to move past the limitations with third party data that are being precipitated by the actions of Apple and Google. The second area of focus is accelerating our transformation into an industry leading performance media company. PCH has a broad portfolio of digital properties including websites and mobile applications with very strong consumer engagement with tens of millions of users. My focus has been to elevate our capabilities in the context of first party data to help our advertisers more effectively reach their consumers through better targeting and measurement. We see the emphasis on data privacy as a growth opportunity for PCH that plays to our brand strength with consumers. PCH is at the forefront of adapting to this new world in the U.S. The first is elevating our overall analytics capabilities, ensuring that as a company we are using the best and most cost-effective analytic techniques and technologies to effectively meet the business needs of the organization. Over the twelve months, I have had two major areas of focus.
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