CHEETAH DIGITAL
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“ Above all the most important decision maker in channel choice is that of the customer and every enterprise should actively seek preferences and correspond with their communications accordingly ”
— Andy Gladwin , Head of Mobile at Cheetah Digital
their interests , motivations and desires , rather than inferring or snooping on them . This is zero-party data . Forrester describes it as a class of data that is intentionally and proactively shared by the customer .”
“ Unfortunately it ’ s not merely a case of building it and they will come . Digital consumers expect to be entertained , engaged , and receive something in return for their attention and personal data . At Cheetah Digital , we have a solution – Cheetah Experiences – which enables our customers to create interactive marketing campaigns that engage with customers and collects first-party data , complemented by a raft of preference and behavioural data that customers volunteer – the key is offering a tangible value exchange .” Gladwin continues , “ and it doesn ’ t need to be a red-letter prize , things like coupons , competitions , social kudos , or exclusive content drive value in return for data .”
When it comes to the role of mobile in the acquisition of data , Gladwin explains that there are three parts . “ The first is
NOVEMBER 2020