THE VALUE OF EARNED DATA

WHAT IS EARNED DATA?

Earned Data is the currency for building long-term, trust-based relationships between consumers and brands. It is data that can only be captured directly from consumers and goes far beyond clickstream and other ”traditional”, less transparent data sources. Earned Data is shared directly with an organization through a consumer-defined value exchange. This makes it a rich, actionable and fully consented data set that creates strategic differentiation for brands.

WHY SHOULD YOU CARE ABOUT EARNED DATA?

We’re seeing a rapid shift away from third-party data appends, the demise of cookies and cross-domain tracking, and the continued onset of privacy legislation, like GDPR and CCPA. Organizations need to think differently about how they capture and utilize consumer data, especially as today’s consumers know the real value of their personal data. At 3radical, we believe the most valuable data of all comes from an mutually beneficial value exchange between brand and consumer, with a clear understanding of how this Earned Data will be used.

THE EARNED DATA PLAYBOOK

This playbook demystifies the concept of Earned Data and will help you form a deeper understanding of the opportunity it brings. It’s a starting point to better understand Earned Data’s positive impact on brands and consumers.

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BENEFITS OF EARNED DATA

  • Consumer Centricity
  • Eliminates Assumptions
  • Increases Engagement
  • Fosters Loyalty
  • Improves Decision Making
  • Humanizes Your Business
  • Enhances Customer Lifetime Value

TYPES OF EARNED DATA

Earned Data provides a fuller picture of your consumers because it incorporates explicitly permissioned and provided data, not implied and inferred data. It amplifies behavioral and interaction data with descriptive data (attitudes, characteristics, identification) and attitudinal data (preferences, propensities, affinities), which only come directly from the consumers. It is adaptive, progressive, always-on, and individual-level information.

WHAT THE DIFFERENCE BETWEEN ZERO-PARTY DATA AND EARNED DATA?

Is “zero” just another number that doesn’t truly define the holy grail of data – earned, permissioned, and personal data? There are certainly similarities between zero-party data and Earned Data, but there are important distinctions and significant advantages that fully consented, permission-based, Earned Data brings to the table.

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EARNED DATA USE CASES

ON-DEMAND WEBINAR: WHY IS EARNED DATA SO IMPORTANT

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