Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 322 54 mins

Zero and 1st Party Data for Q4

About the guests

Rosie Bailey

Kunle Campbell

CEO @Nibble, ecommerce negotiation tech - Rosie is Founder & CEO at Nibble, offering fun, AI-powered negotiation technology to improve conversion and customer engagement. Nibble won two Retail Systems Awards, 2021 and is shortlisted for 2021 Global eCommerce Innovation Award. She is also on the boards at Forest Holidays and STEM Learning, the largest STEM education charity in the UK, a cause she passionately supports.

Ben Parr

Kunle Campbell

President and CEO Octane AI -Ben Parr is the President and Co-Founder of Octane AI, the zero-party data marketing platform for Shopify and Shopify Plus merchants. He is an award-winning entrepreneur, investor, journalist and the author of best-selling book "Captivology: The Science of Capturing People's Attention". Previously, Ben was the Co-Editor and Editor-at-Large of Mashable, where he wrote more than 2,400 articles on technology, media, and startups.

Val Geisler

Kunle Campbell

Customer Evangelist at Klaviyo - Val Geisler is the Customer Evangelist at Klaviyo. Prior to joining the Klaviyo team, Val was an email marketing consultant for B2B and B2C brands. Because she's obsessed with improving how brands and customers connect, Val loves digging into the best ways to use different channels to make lasting connections. And memes. Val loves a good meme, too.

Dan McGaw

Kunle Campbell

Dan McGaw is an award-winning entrepreneur and speaker. He is the founder and CEO of McGaw.io, a marketing technology and analytics agency, and the creator of UTM.io, a campaign management, and data governance tool. Named one of the godfathers of the marketing technology stack and one of the original growth hackers, Dan has decades of experience in digital marketing, technology, and analytics. Before founding McGaw.io, Dan succeeded Neil Patel as the head of marketing at Kissmetrics.

Meghann York

Kunle Campbell

eghann York, based in Indianapolis, has recently joined Emarsys to drive Product Marketing for the SAP Marketing Solutions business. Meghann has a wealth of experience in the space, as a result of a very successful career leading Product Marketing at TicketMaster, ExactTarget and Salesforce. Meghann’s specialties include executive leadership, sales/marketing strategy development, B2B & B2C customer acquisition and retention, and thought leadership.

Today’s episode is an expert panel discussion from the Commerce Accel Conference. The session was hosted by Rosie Bailey, with an expert panel consisting of Ban Parr, Val Geisler, Dan McGaw and Meghann York.


We all know that there have been seismic shifts in the marketing landscape. The iOS 14 update has made it difficult for ad platforms like Facebook to collect user data. The end result is that ads targeting is not as precise as it used to be. But it doesn’t stop there, other policies like phasing out of cookies are going to further reduce targeting capabilities.


We are now officially living in the world of owned audiences. If you don’t own your audience data, it will become progressively harder to market effectively in the future. This starts with building your email lists and communities. Many might say if you don’t have a list already then you’ve missed the bus. But that is not entirely true, you can use the upcoming holiday period to get started on your data collection strategy.


In this episode, our expert panel discusses how marketing teams can actively and passively collect, process and use data to deliver personalized experiences to both customers and prospects. You will get to hear about best practices for personalisation and specific tips for the holiday period. This is a great episode for marketers and merchants alike.


This event was sponsored by our good friends at:
Juni – The financial companion that tracks returns on your entire business in one place. Measure all your ROI with Juni.


Emarsys – The omnichannel customer engagement platform of choice for more than 1,500 companies worldwide.


Postscript – Making SMS for eCommerce easy. Automate your SMS marketing with postscript.


Recart – Sell more with FB Messenger Marketing. Reduce abandoned carts with Recart.


Omnisend – Increase your sales not your workload. Take the shortcut to revenue growth with Omnisend.


Bolt – Connecting retailers and millions of shoppers in a unified network. Your shoppers are one click away.


BeProfit – Get all your ecommerce profits at a glance. Track all your expenses with BeProfit.


Here is a summary of some of the most important points made,

    • Zero party data is data collected directly from customers
    • Customers are willing to share their data if they can get valuable offers in return
    • Customer experience is a battleground in eCom and Retail
    • The welcome email to new subscribers should ask questions to get to know them better
    • All data is important to collect, but it is not always useful immediately
    • Using Quizzes can help you know things about customers that you would never otherwise
    • Empathy and Value are 2 pillars in marketing


Covered Topics:

On today’s episode, the expert panel discuss,

  • Zero party, First party and Third party data
  • Importance of Personlisation
  • Collecting and Using Data
  • Tips for BFCM
  • Advice for Merchants


  • 13:30 – Meet the panel
  • 16:40 – Zero party, First party and Third party data:
    • Ben:
      • 3rd party is data you don’t own at all – think Facebook or Google
      • 1st party data is data you track basis user behaviours – think clicks, purchases
      • Zero party data is data collected directly from customers – think data collected from surveys or quizzes
    • Val:
      • Any shop assistant that asks too many questions too quickly leads to an annoying customer experience
  • 21:30 – Importance of Personlisation:
    • Meghan:
      • Customers are willing to share their data if they can get valuable offers in return
      • Marketers often get carried away with the technology available by doing things because they’re possible and not because you should do them
  • 25:20 – Collecting and Using Data:
    • Dan:
      • Use the welcome email to new subscribers to ask questions to know them better
      • All data is important to collect, but it is not always useful immediately
      • Speak to them in a language that would resonate with them
      • Ask for data from a position that would benefit customers
    • Ben:
      • Using Quizzes can help you know things about customers that you would never otherwise
  • 36:50 – Tips for BFCM:
    • Val:
      • Leverage quizzes if you aren’t already
      • It is very important to service your best customers
      • Offer loyal clients to opt out of black friday marketing emails
    • Ben:
      • Empathy and Value are 2 pillars in marketing
      • A lot of buying in BFCM is for giving
      • Many merchants create a gift finder
      • Use a conversational popup – ask a question to help the customer rather than asking for their email
      • Your onsite and marketing strategy should be guided by the question “what is going to help the customer?”
    • Dan:
      • BFCM is a good time to convert more people
      • SMS is great way to stand out from the barrage of emails customers will get
      • Try and collect as many phone numbers as possible
      • Once you do have their numbers, don’t batch and blast
      • Using a text bot can help collect data
    • Meghan:
      • Don’t forget we are still in the pandemic
      • 40% customers want to go to physical stores
      • Retailers need to be everywhere
      • Try and take baby steps towards an omnichannel strategy
      • Pick 2 channels where you will focus on collecting data and connect that data
  • 47:00 – Final tips:
    • Val:
      • Go through your website customer journey as if you were the customer
      • It is an eye opening process, you can ask friends or family to go through the process with you
      • Another way is to talk to a new customer and get feedback on the customer journey
    • Ben:
      • Start personalising your email flows
      • You need to increase the chance of visitors opting in during their first or second visit, so that you don’t have to spend much on retargeting
      • Using conversational popups and quizzes helps boost optin rates
      • Use the data you have to personalise your emails
    • Meghan:
      • Think about your offer, promotion that would offer most value
      • Think about what you want to do with data before you start collecting


  • Conversational popups have a higher optin rate than regular pop ups
  • Merchants can create gift finders to help visitors find giftable items easily
  • A text bot is a great tool to collect Zero Party data


Tweetable Quotes:

“Customer experience is a battleground in eCom and Retail.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

Klaviyo helps you own customer experience and  grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction,  and empowers brands to create more personalized marketing moments.

Find out more on klaviyo.com/2x.

This episode is brought to you by Rewind – the #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 80,000 online businesses.
Direct-to-Consumer brands like Gymshark and MVMT Watches rely on Rewind.

Cloud based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!

For a free 30-day trial, Go to Rewind Backups,
reach out to the Rewind team via chat or email and mention ‘2x ecommerce’

This episode is brought to you by Gorgias, the leading helpdesk for Shopify, Magento and BigCommerce merchants.

Gorgias combines all your communication channels including email, SMS, social media, livechat, and phone, into one platform.

This saves your team hours per day & makes managing customer orders a breeze. It also integrates seamlessly with your existing tech stack, so you can access customer information and even edit, return, refund or create an order, right from your helpdesk.

Go to Gorgias.com and mention 2x ecommerce podcast for two months free.

Cloudways is the hosting platform of choice for thousands of ecommerce merchants, SMBs, and agencies all around the globe.

They offer a high-performing custom stack, top-notch security, the choice between 5 cloud solution providers, ease of scalability, affordable pricing plans, and so much more.

Cloudways also offers support for all PHP-based applications like Magento, WooCommerce, WordPress, Laravel, and others.

Experience an unbeatable managed cloud hosting experience with Cloudways today. For a $20 Free Hosting Credit use the Coupon code: **BOOSTMAG**

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts

Get Free Email Updates by Signing Up Below:

Podcasts you might like