Why interactive experiences deliver the best first-party data
Wayin’s Richard Jones argues that in today’s privacy-obsessed world, consumers expect to be entertained in order to give away their personal data to businesses.
For years, CMOs sought a competitive advantage by compiling huge amounts of third-party data sets to fuel their campaigns.
However well-meaning, this practice exacerbated consumer mistrust and helped ring in the global age of privacy we’re embarking upon today. The cloud on the horizon that all too many ignored was that this data purchased from aggregators was compiled from unreliable and unrelated sources such as click trails, browsing and purchase history.
Wayin is the brand engagement platform used by marketers to create interactive marketing experiences that collect first-party data.
