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By DrivenIQThe Ultimate First Party Data Strategy Playbook

WELCOME 0304GLOSSARY0513172326384042SO LONG, THIRD PARTY COOKIESFIRST PARTY DATA IN A COOKIELESS WORLDWHAT SHOULD I DO WITH MY DATA?PROBABILISTIC VS. DETERMINISTIC DATATRANSFORMATIONAL AUDIENCE TECHNOLOGIESPERSONALIZATION TIPS AND ADVICEDIGITAL MARKETING TRENDSCONCLUSION33FUTURE-PROOF WITH PERSONALIZATIONTABLE OF CONTENTS© DrivenIQ 2023

Albert ThompsonFounder and CEO DrivenIQWELCOMEHello and welcome to The Ultimate First Party Data Strategy Playbook. I’m Albert Thompson, and I’ve spent the past 20+ years in sales and digital marketing leadership roles. I am incredibly passionate about helping brands use data to build meaningful one-on-one relationships with their customers.This is the fundamental reason I founded DrivenIQ, and it is the mission that drives our team each day.While the digital age has ushered in untold benefits, it has brought significant fragmentation and clutter. It has never been more challenging for brands and marketers to build personal connections with their customers at the precise time consumers indicate they want and expect businesses to understand them on a deeper level.This guidebook is an essential tool to help organizations and marketing executives harness and maximize their internal and external data assets to survive, thrive, and future-proof their businesses. We’ll show you how the right data and audience strategies can unlock your ability to exponentially maximize your ad spend, reach and engage with today’s consumers on a more intimate level, and create customers for life.We fundamentally believe that data shouldn’t be hard, nor should you shy away from implementing a first party data strategy simply because you don’t understand it or find it too arduous. In fact, we recommend sprinting to a first party data strategy regardless of whether you’re a fully digital organization or a traditional brick-and-mortar business.Without question, first party data is your best guardrail to acquire and retain customers in the modern digital ecosystem. Put simply, it is the perfect way for you to succeed today, and in the future!I join my team in saying that we are thrilled to guide you on the road to an exceptional first party data strategy, starting right here, right now.Thank you for journeying with us.Albert Thompson3© DrivenIQ 2023

01020300Before we delve into the nuances of first party data and its immense value in today's digital landscape, it’s crucial to gain an overall understanding of audience data. This glossary aims to shed light on the distinct types of audience data that exist today, to provide a foundation for first party data-driven marketing and the strategies outlined in this playbook.Third Party DataThird party data is anonymous, behavioral information about online consumers collected by external entities that are not related to the company gathering the data. These external data providers use various tools and sources, like third party cookies, data brokers, social media platforms, public records, and other websites to gather insights. By virtue of its anonymity, and other collection challenges outlined in this playbook, this data is oftentimes inaccurate or incomplete even when linked to device IDs.Second Party DataSecond party data can be either anonymous or identified. Third party entities typically obtain this data for two companies that have a formal partnership or agreement, or complementary interests in targeting similar customers. Much like third party data, second party data is built on inferences about anonymous online behaviors and provided by an outside source. First Party DataFirst party data is built on direct connections. It is the information companies collect straight from individuals or customers who have visited or interacted with that company’s owned channels. It is gathered directly from website visits and analytics, transaction histories, user registrations, loyalty programs, or customer surveys. In other words, first party data is a secret stash of insights that provides businesses and marketers with a deeper understanding of their customers and their customers’ preferences.Zero Party DataZero party data, a subset of first party data, is information customers provide directly to companies through one-on-one interactions, preference centers, feedback forms, or explicit consent mechanisms. Zero party data is a goldmine of information that empowers businesses to create personalized experiences, tailor their marketing campaigns on the most personalized level possible, and offer targeted recommendations and marketing messaging based on explicit choices and intentions. GLOSSARY4© DrivenIQ 2023

5For the past 30 years, third party cookies have been the primary audience data collection mechanism for brands and marketers. These small bits of digital code track and collect information across different websites, allowing advertisers and marketers to gather data about a consumer’s browsing behaviors, interests, and preferences. Then, this information is used to deliver ads to personalize the user’s online experience.Today, the tide has shifted. Third party cookies are disappearing, leaving brands and marketers scrambling for alternative ways, like first party data strategies, to engage with their customers. Quite frankly, bidding farewell to third party cookies is a positive development for the digital marketplace. Despite their widespread use, cookies have long been plagued by inefficiencies that hindered their effectiveness as a reliable tool for customer identification and targeting. What’s more, an overwhelming majority of U.S. consumers indicate they don’t like traditional marketing tracking methodology1.SO LONG, THIRD PARTY COOKIES5© DrivenIQ 2023

50%62%61%57%Location DataListening Smart DevicesCookie TrackingPercentage of people who think these tactics are “creepy,” and “definitely not cool.1”50%People Who Use Browser in Privacy Mode41%Use a Cookie Cleaner33%Use a Privacy Based Search Engine33%Pay for Premium Privacy Software33%Hopeful No Cookies Will Improve Their Brand Relationships32%Happy About Pending Cookie Withdrawal6SO LONG, THIRD PARTY COOKIES© DrivenIQ 20231 “2023 Consumer Trends Index,” Marigold in conjunction with Econsultancy, 2022

01Cookie Clearing and Device Switching02When users switch devices or clear their cookies, tracking continuity is lost which leads to incomplete data sets and/or inaccurate user profiles.Each device and browser typically have their own set of cookies, making it difficult to establish a cohesive and accurate user journey across platforms.Cross-Device Tracking Limitations03Privacy Concerns and User Resistance04 05There is a growing demand for stricter privacy regulations, prompting industry players to explore more privacy-conscious alternatives.Inability to Adapt to Evolving TechnologiesAs the digital landscape evolves with the rise of mobile apps, connected devices, and emerging technologies, third party cookies struggle to keep up. Dependency on Third Party PlatformsReliance on third party cookies leads to data ownership concerns, lack of transparency, and limitations on campaign measurement and attribution. Here are just a few downsides of cookies.7SO LONG, THIRD PARTY COOKIES© DrivenIQ 2023

Tech giants are making chess moves with the impending demise of third party cookies, which has been widely attributed to privacy concerns. Companies like Apple and Google champion user privacy as the driving force behind the change; however, their motives are questionable. Are they protecting privacy or their business interests instead?For example: Walled gardens like Apple's ecosystem and Google's suite of products, have become increasingly dominant in the digital landscape. These closed environments provide tech giants with significant control over user data and insights. By implementing restrictions on third party cookies, they effectively create a moat around their ability to identify users as individuals, cementing their market dominance. This strategic move allows them to consolidate their user data and maintain a competitive edge over other players in the industry.8SO LONG, THIRD PARTY COOKIES© DrivenIQ 2023

The battle for market share in the digital advertising space is fierce, and companies like Apple and Google are acutely aware of how valuable user data is to advertisers. Tech giants are clearing the way for more effective marketing for their campaigns and weakening the overall ecosystem which limits their competitors' marketing strategies.This deliberate reduction of available data sources weakens the viability of alternative platforms, diminishing their ability to attract marketing dollars.9SO LONG, THIRD PARTY COOKIES© DrivenIQ 2023

Major web browsers such as Google Chrome, Mozilla Firefox, Safari, and Microsoft Edge, have announced plans to block or phase out support of third party cookies, widening the divide between companies that aim to track user behavior and tech giants that aim to strengthen their competitive advantage.10SO LONG, THIRD PARTY COOKIES© DrivenIQ 2023

GDPRTo add to these challenges, governments and regulatory bodies have been implementing stricter privacy regulations to protect user data. For example, the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States impose restrictions on the collection and use of personal data. Other state governing agencies exist as well to implement stricter regulations, including CDPA in Virginia, CMMC 2.0/CPA in Colorado, and CTDPA in Connecticut. Moving away from third party cookies aligns with these regulations and demonstrates a commitment to compliance. CDPACCPACMMC 2.0/CPACTDPA11SO LONG, THIRD PARTY COOKIES© DrivenIQ 2023

The shortcomings of third party cookies, from inaccuracies and cross-device tracking challenges to privacy concerns and data sharing limitations, have rendered them ineffective in meeting the demands of modern marketing. Moreover, the rise of monopolistic control by industry giants has created a need for businesses to diversify their data sources and reduce reliance on external platforms. Advancements in first party data technologies, including first party Customer Data Platforms (CDPs), provide businesses with the tools needed to gather, analyze, and activate valuable insights from their own audience data. This empowers hyper-personalized marketing campaigns, tailored experiences, and improved customer relationships.By leveraging first party data, businesses can create a direct connection with their customers, foster trust, and build loyalty. They can adapt to changing privacy regulations while delivering relevant, meaningful interactions that resonate with their target audiences. A first party data-driven marketing strategy allows for greater personalization, more accurate targeting, and improved campaign performance, resulting in higher customer engagement and conversion rates.12SO LONG, THIRD PARTY COOKIES© DrivenIQ 2023

FIRST PARTY DATA IN A COOKIELESS WORLD1) Accuracy and ReliabilityNext to zero party data, first party data is the most accurate and reliable form of data available to businesses. It is collected directly from users who have interacted with a brand's owned channels, such as websites, mobile apps, or offline interactions. Since the data is obtained firsthand, businesses have greater control over its quality and accuracy. This data includes user preferences, purchase history, engagement metrics, and other valuable insights, allowing for more precise audience segmentation and personalized targeting. It is important to note that first party data is the avenue by which zero party data is achieved.The following are key factors as to why first party data is mission critical for brands and marketers in today’s digital landscape.13© DrivenIQ 2023

90%Agree that Online Privacy is Important22) Privacy and TrustWith growing concerns about data privacy and increasing regulations, such as the GDPR and CCPA, consumers are becoming more cautious about sharing their personal information. First party data is collected with the user's consent, establishing a trust-based relationship between the brand and the consumer. By prioritizing first party data, businesses demonstrate their commitment to data privacy and build trust with their customers.U.S. Consumers Weigh in on Privacy Issues and Concerns85%79%Want To Do More To Protect Their Privacy3Concerned with How Companies Use Their Data414FIRST PARTY DATA IN A COOKIELESS WORLD© DrivenIQ 2023

3) Enhanced Targeting and PersonalizationFirst party data empowers businesses to create highly targeted and personalized marketing campaigns. By leveraging rich customer insights, businesses can segment their audiences based on specific attributes, behaviors, or preferences. This enables the delivery of tailored messages, relevant offers, and personalized experiences, leading to improved customer engagement and conversion rates.4) Long-Term Customer RelationshipsFirst party data allows businesses to gain a deep understanding of their customers' preferences, behaviors, and needs. This insight empowers businesses to foster long-term relationships and deliver personalized experiences that resonate with individual customers over the long haul. By leveraging first party data to drive customer-centric strategies, businesses can enhance customer satisfaction, advocacy, loyalty, and retention.5) Independence from Third Party PlatformsRelying on third party data sources, such as data brokers or ad networks, make businesses vulnerable to changes in algorithms, data access restrictions, or increasing costs. By prioritizing first party data, businesses reduce dependence on external platforms and gain more control over their marketing initiatives. They can directly access and utilize their data assets without relying on intermediaries.15FIRST PARTY DATA IN A COOKIELESS WORLD© DrivenIQ 2023

0100The road to zero party data starts with the right first party data and strategies.To attain zero party data, you must have an exceptional first party data strategy in place. In other words, first party data is the conduit by which you reach and engage with your ideal customers. In turn, this empowers your customers to communicate directly with you, in their own words, providing one-on-one feedback about who they are, what their interests are, and what motivates them to purchase your products or services. 16FIRST PARTY DATA IN A COOKIELESS WORLD© DrivenIQ 2023

Now that you understand the importance of your organization’s first party data, it’s time to effectively manage it. In this section, we’ll walk you through four critical data management and activation steps.17WHAT SHOULD I DO WITH MY DATA?© DrivenIQ 2023

01Define the business outcomes you aim to achieve by managing and leveraging your data effectively. Below are some potential outcomes. Enhanced Customer Insights: By managing your own data, you gain a deeper understanding of your customers' behaviors, preferences, and needs. This enables you to personalize marketing efforts, improve customer experiences, and drive customer loyalty.Improved Marketing Campaigns: With first party data at your disposal, you can optimize your marketing campaigns by targeting specific segments, delivering personalized messaging and measuring campaign effectiveness accurately.Data-Driven Decision Making: Having ownership and control over your data empowers you to make informed decisions based on reliable insights. This enhances strategic planning, resource allocation, and overall business performance.18WHAT SHOULD I DO WITH MY DATA?© DrivenIQ 2023

To begin implementing these outcomes, it is essential to establish a unified vision for your customer data and communicate it across the organization. This involves aligning stakeholders, including marketing, sales, IT, legal, and compliance, to ensure everyone understands the value of first party data and its role in achieving your business objectives.02Establish a unified vision for your customer data and communicate it across your organization. 19WHAT SHOULD I DO WITH MY DATA?© DrivenIQ 2023

Build: Building your own Identity Graph (outlined below), sourcing data, and developing an internal technology stack is a viable option for some companies. This approach provides control over data sourcing, technology, and IP ownership. However, it comes with challenges such as significant time, resources, legal compliance, and ongoing maintenance. Careful consideration should be given to legal risks and the potential fragmentation of data.Buy: Acquiring a data company or an identity tech firm can provide immediate access to data and technology capabilities. However, this option tends to be expensive and may introduce complexities when merging infrastructures. It can also lead to delays in realizing the benefits due to integration challenges.Partner: Partnering with an Audience Data Platform offers a compelling solution, as it leverages the heavy lifting already performed by the platform provider. By building your technology stack on top of an existing environment, you can focus your teams on maximizing data utilization and achieving a quicker return on investment (ROI) or return on advertising spend (ROAS). Partnering minimizes the time and effort required to establish the necessary infrastructure and allows your organization to benefit from the expertise and resources of the platform provider.03Strategize how you plan to manage and activate your first party data. Here are three primary options: 20WHAT SHOULD I DO WITH MY DATA?© DrivenIQ 2023

04Activate your data. In other words, put all that great first party data to use to achieve your desired business objectives.Analyze and Segment: Analyze your data to identify patterns, trends, and customer segments. Segmentation allows you to divide the audience into distinct groups based on their common characteristics.Personalize / Customize: Personalize the user experience by delivering customized content, recommendations, and offers for more relevant and engaging interactions. Review Your Channels: Optimize your strategies by reviewing the most effective marketing channels and touchpoints, such as email, social media, search, or mobile apps, that are driving the most conversions. Measure and Improve: Use key performance indicators (KPIs), such as conversion rates, engagement metrics, or ROI data points to evaluate the effectiveness of your strategies and make data-driven decisions for continuous improvement. 21WHAT SHOULD I DO WITH MY DATA?© DrivenIQ 2023

Having the right data is one thing. Defining your outcomes, communicating your vision, building your database, and ultimately activating your data across all media channels is where you reach out-of-this-world returns. By following these steps, you unlock the latent potential of your first party data, turning it into an invaluable asset that optimizes your marketing campaigns, improves customer experiences, drives business growth, and creates customers for life. 22WHAT SHOULD I DO WITH MY DATA?© DrivenIQ 2023

PROBABILISTIC VS. DETERMINISTIC DATAYou may have heard the buzz lately about the difference between probabilistic and deterministic data. In this section, we outline the differences between these two important audience types.23© DrivenIQ 2023

PROBABILISTIC VS. DETERMINISTIC DATAProbabilistic audience data uses statistical modeling and algorithms to make educated guesses or predictions about the identity or characteristics of individuals within an audience segment.Probabilistic data relies on statistical correlations and patterns. It analyzes various data points, such as browsing behavior, IP addresses, device types, and location, to make inferences about a user's identity or preferences. Then, it provides a probabilistic match or estimation, which means it is not always 100% accurate. It is based on statistical likelihood rather than definitive identification.The Characteristics of Probabilistic Audience DataOne advantage of probabilistic data is the ability to scale across a broader audience due to its reliance on statistical models. It can potentially reach a larger pool of users and provide insights into users who may not be identifiable through deterministic methods.24© DrivenIQ 2023

PROBABILISTIC VS. DETERMINISTIC DATADeterministic data uses explicitly known and verified information to identify and target specific individuals within an audience segment. It relies on known identifiers, such as email addresses, customer IDs, validated phone numbers, or street addresses to establish direct and verified connections between data points. Then, it matches or links data based on these unique identifiers.A distinct advantage of deterministic data is that it relies on direct and verified information, which provides the highest level of accuracy for precise identification and targeting. Because of its accurate nature, it has limitations in scale and reach. As such, to overcome these challenges, many businesses align themselves with a data partner that publishes deterministic data.Deterministic Data DefinedDrivenIQ’s data, for example, is a mix of both deterministic and probabilistic to help marketers scale their customer data. An agnostic approach, or the meaningful marriage of anonymized and authenticated data, is the most efficient and effective way to do this.25© DrivenIQ 2023

TRANSFORMATIONAL AUDIENCE TECHNOLOGIESWhile it’s been a long and often challenging road for brands and businesses these past three decades, the marketing landscape has evolved and along with it, technologies that exist to help organizations develop their own first party audiences – whether they choose to build, buy, or partner with a company that specializes in first party data – and activate these audiences across all media channels. From Identity Resolution to Audience Curation to Enrichment, Modeling, and Customer Data Platforms (CDPs), it has never been easier for businesses to develop and activate their own first party data sets to ultimately reach and engage with their ideal customers at the right time and place, with personalized messages that resonate. DrivenIQ has developed a robust suite of tools, with full privacy compliance, to help brands and marketers do just that. In this section, we’ve outlined some of these technologies for educational purposes to give you a well-rounded overview of how first party audience technologies work today. 26© DrivenIQ 2023

TRANSFORMATIONAL AUDIENCE TECHNOLOGIESIdentity Resolution consolidates and connects data points related to individual users or customers across various channels and touchpoints. It helps in creating a unified and comprehensive view of customer identities and their interactions with your business.Identity Resolution integrates data from multiple sources, such as online interactions, offline purchases, mobile app usage, social media engagements, customer databases, and more to create a holistic view of each consumer. Then, individual profiles are created that contain relevant data points and attributes associated with each customer. These profiles typically include demographic information, purchase history, browsing behavior, preferences, interests, and other relevant data. The profiles are continually updated and enriched as new data becomes available.Finally, Identity Resolution technologies use sophisticated algorithms and techniques to match and reconcile (or resolve) customer data from different sources. This process involves the verification of common identifiers, such as email addresses, phone numbers, device IDs, or loyalty program IDs, and linking them to create a unified customer profile.Identity Resolution27© DrivenIQ 2023

Audience Curation is the process by which custom audiences are created for your business. Once you determine what goals you want to achieve, whether it's increasing brand awareness, driving conversions, generating leads, or fostering customer loyalty, audiences are segmented and prioritized based on the potential value, size, and alignment with your goals.These custom audiences are created from understanding the characteristics, preferences, behaviors, and needs of different people to tailor marketing efforts and messages to effectively engage and convert them into customers.For example, you might have audience segments based on age groups, geographic locations, industries in which they work, personal interests, family makeup, or online and/or offline customer behaviors. These are just a few of the millions of different characteristic combinations that exist, which can be segmented and parceled to develop a custom audience that helps you achieve your specific objectives.Audience CurationTRANSFORMATIONAL AUDIENCE TECHNOLOGIES28

Audience Data Enrichment enhances your existing customer or audience data with additional attributes or information to create more detailed and comprehensive customer profiles. It involves augmenting your existing data with external data sources. This can include anything from demographic data, psychographic data, purchase behavior data, geographic data, or social media information. This process can be achieved through various techniques, such as data appending, data integration, data matching, or data cleansing. These techniques help fill gaps in your brand’s existing customer data and provide a more complete and accurate view of your audience.Enriched data enables marketers to better understand customer preferences, behaviors, and needs. It helps to create more targeted and personalized marketing strategies, improving customer segmentation, and enhancing the effectiveness of marketing campaigns.Audience Data EnrichmentTRANSFORMATIONAL AUDIENCE TECHNOLOGIES29

Audience Data Modeling involves using statistical and analytical techniques to analyze and derive insights from audience data. It aims to identify patterns, correlations, and trends within the data to gain a deeper understanding of your audience so you can make data-driven business decisions.Modeling helps to segment audiences into meaningful groups based on shared characteristics or behaviors. It also enables the creation of audience personas or profiles that capture the unique attributes and preferences of each segment.Audience data modeling helps to optimize marketing strategies by identifying the people who are most likely to engage with you. This allows you to create the most targeted messaging and deliver that messaging through the most effective marketing channels based on their communication preferences. Audience Data ModelingTRANSFORMATIONAL AUDIENCE TECHNOLOGIES30© DrivenIQ 2023

Customer Data Platforms (CDPs) are software solutions that collect, integrate, and manage customer data from various sources to create a unified and persistent customer database. They serve as a centralized system for storing and accessing customer information, allowing marketers to gain a comprehensive view of their customers and deliver personalized experiences across different channels.VisitIQ by DrivenIQ, for example, is the world’s first Audience Intelligence CDP. It empowers brands and marketers to tap into 14 billion deterministic and probabilistic records to create new audiences. It also helps businesses persistently identify, unify, and clean their data for existing and future audiences. Finally, marketers can connect and activate their first party data audiences across all digital pathways and media channels directly from the VisitIQ platform.Customer Data PlatformsTRANSFORMATIONAL AUDIENCE TECHNOLOGIES31© DrivenIQ 2023

Website Audience Resolution technologies identify and reconcile the identity of your website visitors, even if these visitors never interact with you or complete a form.For example, DrivenIQ’s technology, ResolveID, uses a special privacy compliant website audience identification tag to help you see and understand who is visiting your website, what they are looking at, and when they visited so you can remarket to them and bring them back to your website time and again. The ever-evolving landscape of marketing technologies offers an array of powerful tools and solutions that can significantly enhance your ability to reach and engage with your ideal customers. With the right implementation and integration, you can harness the power of these tools to create highly targeted, first party data-driven strategies that drive meaningful customer engagement and deliver exceptional results.Website Audience ResolutionTRANSFORMATIONAL AUDIENCE TECHNOLOGIES32© DrivenIQ 2023

FUTURE-PROOF WITH PERSONALIZATIONPersonalization has become a critical factor for success in the marketing landscape, yet it has also become the most challenging aspect of a marketer’s job today. Many factors impact a brand’s ability to personalize its marketing efforts, including poor quality data and fragmentation; data privacy and compliance regulations; a lack of understanding or the resources required to integrate CDPs and other marketing technologies; changing customer expectations; and a fundamental inability to scale, automate, and activate the right data, the right way.33© DrivenIQ 2023

97%52%Despite these challenges, it is mission critical for today’s marketers to make personalization, with first party data, their focus. Here’s why: In an Accenture study, 91% of consumers surveyed said they are more likely to shop with brands that recognize, remember, and provide them with relevant offers and recommendations5.In that same study, 75% of consumers said they are more likely to buy from brands offering personalized online experiences5. In a study by Salesforce, 52% of consumers said they expect offers and messages to be personalized to their preferences6.In that same Salesforce study, 97% of marketers said they witnessed a rise in business outcomes because of personalization6.91%75%71%In a McKinsey & Company study, 71% of consumers indicated they expect companies to deliver personalized interactions7.76%In that same McKinsey & Company study, 76% of consumers indicated that they get frustrated when personalized interactions don’t happen7. 34FUTURE-PROOF WITH PERSONALIZATION© DrivenIQ 2023

Personalization allows businesses to deliver tailored experiences to individual customers. By understanding their preferences, behaviors, and needs, marketers can provide relevant and timely content, product recommendations, and customized offers. Generic mass marketing messages are becoming less effective as consumers are bombarded with an overwhelming amount of information. Personalization enables marketers to cut through the noise and deliver messages that resonate with each customer. There are many benefits to personalization. Here are just a few:Personalization, backed by quality first party data, helps to build stronger relationships with customers. By consistently delivering personalized experiences, businesses demonstrate that they understand and value their customers' individuality. Personalized marketing messages have a higher likelihood of converting leads into customers. When consumers receive tailored recommendations based on their preferences, past purchases, or browsing history, they are more likely to make a purchase. In a crowded marketplace, personalized marketing sets businesses apart from their competitors. When customers receive the experiences that meet their specific needs, they are more likely to choose a brand over its competitors, driving revenue and customer loyalty over the long haul.35FUTURE-PROOF WITH PERSONALIZATION© DrivenIQ 2023

Personalization starts with the right first party data. It is no longer just a nice-to-have feature but has become an essential strategy for businesses to thrive in today's highly competitive, customer-centric environment.If your business is challenged with marketing personalization, you are not alone. Consider the following statistics:Marketers Who Continue to Struggle with Personalization8Marketers Who Say Leveraging Audience Data is Challenging863%58%36FUTURE-PROOF WITH PERSONALIZATION© DrivenIQ 20238 “Gartner Digital Marketing Survey 2021,” Gartner, 2021.

Future-proof your business and grow beyond generic messaging to deliver relevant and customized experiences based on the first party data you generate about your existing customer base. When you have a deep understanding of your customers’ preferences, behaviors, purchase histories, and buying motivations, you’re able to segment your audiences and develop high touch content, offers, and recommendations that resonate on the most personal level possible. 37FUTURE-PROOF WITH PERSONALIZATION© DrivenIQ 2023

PERSONALIZATION TIPS AND ADVICEIn this section, we outline a set of valuable tips and best practices that can empower you to create more personalized marketing campaigns. In fact, these are the key tactics we employ to help our clients today. By leveraging these insights, you can elevate your marketing strategies to new heights and establish meaningful connections with your audience.38© DrivenIQ 2023

Whether you decide to build, buy, or partner with a company that specializes in first party data, make sure it is fully privacy compliant, of high volume, of a probabilistic and deterministic mix, uses offline PII, validates offline PII, email, and phone, and maps online identifiers.Here are our top five recommendations to make the most effective use of your personalization strategies. PERSONALIZATION TIPS AND ADVICEA conversion calculator helps you measure and analyze the performance of your marketing efforts by quantifying the number of conversions (e.g., phone calls, chats, emails, form fills, completed check outs, etc.) generated from specific campaigns or advertising channels. Start with the Right Data Use a Conversion Calculator0102 030405Segment Your AudienceDivide your customer base into segments based on shared characteristics, such as demographics, purchase history, engagement levels, or psychographic factors, to target specific groups with tailored messages or campaigns. This drives meaningful engagement and ultimately, conversions.Develop dynamic content that can be personalized and adapted based on individual customer attributes, including product recommendations, email subject lines, website landing pages, or even tailored video content. Use marketing automation tools to deliver these dynamic experiences at scale.Implement Dynamic ContentContinuously test and optimize your personalized campaigns. Use A/B testing to compare different campaigns and measure their effectiveness. Analyze campaign performance metrics, such as conversion rates, click-through rates, or customer engagement, and iterate on your strategies based on these insights.Test and Optimize39© DrivenIQ 2023

DIGITAL MARKETING TRENDSIn this section, we highlight the importance of looking ahead to explore the trends that are forming the future of digital marketing. By understanding these trends and proactively embracing them, businesses can gain a competitive edge, seize new opportunities, and navigate the ever-changing digital landscape with confidence.As the digital marketing landscape continues to evolve at a rapid pace, it’s crucial for businesses to keep a close eye on the future and the emerging trends that are shaping our industry. The dynamic nature of digital marketing demands constant adaptation to stay relevant and competitive. 40© DrivenIQ 2023

Enhanced Data PrivacyWith the increasing focus on data privacy, marketers need to be aware of evolving regulations and consumer expectations. It’s important for marketers to stay up-to-date on the latest privacy regulations and ensure compliance while maintaining trust and transparency with customers. Data breaches can significantly impact customer trust, so investing in data security measures is crucial.AI and Machine LearningAI and machine learning technologies continue to advance, enabling marketers to extract valuable insights from large volumes of data. These technologies can automate processes, personalize experiences, and improve campaign optimization. Be sure to explore the various AI-powered tools and platforms that can help analyze and leverage data effectively.Here are the digital marketing trends we’re paying attention to. You should, too!Data Control & MonetizationTechnologies are emerging that empower online users to receive rewards and incentives simply by sharing anonymous demographic information to advertisers. This data is then utilized to tailor ads to the specific interests of the user, resulting in a personalized and engaging experience that benefits both buyers and sellers. Users can now control their data and make money too!Zero Party Data Focus00The value of zero party data cannot be overstated. It is the most accurate and relevant data a business can own. By directly connecting with customers about their preferences and interests, businesses can collect valuable data that drives the most effective engagement. And remember, the road to zero party data starts with the best first party data strategy. 41DIGITAL MARKETING TRENDS© DrivenIQ 2023

CONCLUSIONThe era of first party data has arrived, and its significance cannot be ignored. First party data empowers businesses with a profound understanding of their customers, their preferences, and their evolving needs. It breaks down the barriers of guesswork and assumption, enabling companies to create tailored experiences that resonate on a deeply individual level. It permeates every facet of an organization, empowering teams to make data-driven decisions, optimize operations, and enhance overall business performance. The impact of first party data ripples across departments, fostering a culture of customer-centricity and driving innovation.Most importantly, it helps businesses forge meaningful connections with their customers, deliver hyper-personalized experiences, and drive sustainable growth. By tapping into the wellspring of customer interactions, businesses can craft narratives that engage, inspire, and convert. As we bid farewell to outdated models and embark on this transformative journey, let us embrace the potential of first party data. Let us envision a future where every interaction is personalized, every decision is driven by insights, and every customer feels seen and valued. The future is here, and it is calling upon businesses to seize the power of first party data and rewrite the rules of engagement. Together, we can build a future where the customer is at the heart of every endeavor, and businesses thrive in an era of limitless possibilities.1 “2023 Consumer Trends Index,” Marigold in conjunction with Econsultancy, 2022.2 “How People See Their Privacy in 2022,” Surfshark, 2022.3 “2022 Norton Cyber Safety Insights Report,” Norton, 2022.4”Americans and Privacy: Concerned, Confused, and Feeling Lack of Control Over Their Personal Information,” Pew Research, 2019.5 “Personalization Pulse Report,” Accenture, 2018.6 “State of the Connected Consumer,” Salesforce, 2020.7 “Next in Personalization 2021 Report,” McKinsey & Company, 2021.8 “Gartner Digital Marketing Survey 2021,” Gartner, 2021.42Schedule a demo with DrivenIQ today and learn how you can implement the ultimate first party data strategy for your business.