Consumer data is a mess. Think of an aged house in a run-down neighborhood with an overgrown yard. And inside, it’s even worse. Cobwebs, falling shutters, peeling wallpaper, musty furniture. Yeah…that’s the condition of data these days. So, as we roll toward Spring, maybe it’s time we started looking at your data as a project that needs attention.

Consumer data typically comes in one of three different forms:

• Third-party data (3p): This is typically acquired from external sources, such as data brokers or other companies, and 75% of eCommerce companies relied on it in 2023. In 2024, this data has become weeds; you need to start pulling them now! 
• Second-party data (2p): This data is shared directly between two organizations or entities, typically through a mutually agreed-upon arrangement. It’s like having a great yard party where everyone comes together to pretty up the exterior, add some more plants and a birdbath, cut the grass, and sweep the walkways. 
• First-party data (1p): This is information collected directly from individuals or users by a business or organization. It’s like having your best friends come together to strip the wallpaper, repaint everything, reupholster the furniture, rehang shutters, and toss out all the stuff that will get you confused with a hoarder. 

Once the house is clean, you need to maintain it. This requires hiring a crew to keep the lawn healthy and maybe a cleaning service to help keep the interior show-ready. That’s where Krateo.ai can help. They are like a world-class landscaping and cleaning team, all rolled into one.

Krateo.ai

Krateo.ai is a prospect insight platform that focuses on optimizing the visitor data from your website. We’re not talking about GA4, which is just signals with no way to reach out to them. We’re talking visitor identification by email and demographic information…so you can know who is coming to your website. On top of that, Krateo.ai can update and validate your data, weeding out inaccurate information so you stay focused on the best prospects every time you launch a campaign. 

So, how does Krateo.ai do it? 

As new visitors come to your website, Krateo.ai begins building profiles on how these newcomers interact and engage with the site, content, and/or products. The process begins with identifying the visitor by email, which is a complex process that requires a highly sophisticated set of validators so that we have strong confidence that the email belongs to the visitor. This varies widely by provider and impacts everything else that follows. 

Next, we append demographic and site behavior data to the emails, narrowing in on these individuals by name. This allows us to segment these no longer anonymous visitors into a myriad of different categories (i.e., location, age range, gender, pages visited, products viewed, etc.), but we also know them by name! Suddenly, marketing strategies can get personalized. This is important. It’s the fundamental difference between building relationships and just counting transactions. 

Finally, by analyzing the campaign results all the way through the buyer journey, we know who leaves the funnel after a click, an open, a cart creation, or an opt-out, so you don’t just get the information on the people who buy something. You get it all. 

It’s all first-party data, which means you remain in compliance with privacy laws but can now tweak strategies and tactics and improve outcomes based on a much larger number of known prospects. This is critical to understanding existing behavior and predicting future behaviors at scale, with accuracy! 

High-quality first-party data will be the dominant factor in letting brands get to know their customers. So, stop relying on others to do the work for you. Harness technology, embrace better data collection methods, and unlock opportunities to meet a new crop of digital neighbors right from your website. 

Your sales channels will become more effective, your brand will become a pillar in a stronger eCommerce community, and you will never be excluded from a neighborhood barbeque again!

So, let’s roll up our sleeves and embark on a spring data-cleaning journey, where the rewards are as bountiful as the season’s blossoms with no more weeds in the garden.

Visit Krateo.ai To Get Started

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Originally Published on Martech Zone: Krateo.ai: Spring Data Cleaning Means Deeper Consumer Understanding