Goodbye Cookies, Hello Zero-Party Data with Josh Blackburn, Co-Founder of Regal Gentleman

In this episode of The eCommerce Profitability Show, host Dan Little is joined by Josh Blackburn, Co-Founder of Regal Gentleman.

Join them as they discuss:

Josh is an experienced eCommerce marketer who has significantly increased business revenues to seven figures through his expertise in digital management and optimisation. He is also the Founder of Blackburn Digital. Previously, Josh served as Senior eCommerce and Digital Manager at SIMMI and eCommerce Manager/Head of DTC at USB International.

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Episode Highlights:

03:43 - 05:35 - Enhancing eCommerce Engagement: Zero-party data is information that customers willingly share with businesses, such as preferences through quizzes or email surveys, differentiating it from first and third-party data, which are collected through website interactions and external ads. Josh highlights the traditional but still effective strategies like eCommerce pop-ups and email sign-ups used to gather this data. However, he highlights the advantage of not just offering a discount for an email but enhancing this exchange by asking customers 2 to 4 personalised questions during their journey.

07:34 - 13:14 - The Power of Zero-Party Data in a Cookieless Future: Zero-party data emerges as highly future-proof, especially as platforms like Google plan to phase out cookies. It provides companies a strong competitive edge because it is data they own and control entirely, shielded from external dependencies. Remarkably, the vast majority of eCommerce stores do not venture beyond basic queries like email or birthday, with Josh showcasing a significant opportunity for deeper engagement. This data strategy enables personalised customer experiences, from email marketing to tailored product offerings, mimicking the data profiles companies like Facebook and Google have long used.

16:43 - 19:42 - Managing Zero-Party Data as Your Business Grows: When scaling your business, a key strategy for managing zero-party data effectively is to keep things simple. Avoid overcomplicating your data collection processes with too many variables, as it can become overwhelming. For instance, focusing on two to four key questions can provide plenty of insights without overwhelming your team. Understand the major customer segments that drive the most revenue, apply the 80/20 rule, and gradually address smaller segments as you grow. Also, maintain a clear focus on your ideal customer persona to tailor your communications effectively.

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