The Open Garden: Embracing a New Paradigm for First-Party Data

By: Laura Lewellyn,
VP of Data strategy and partnerships
If you read the trade press, you’ve followed the growing number of consumer data and marketing platforms that have become walled gardens, including Google, Facebook, and Amazon. They allow first-party data in for campaign targeting, but then prevent brands and agencies from gaining full, transparent access to the results of those campaigns.
As a result, marketers are not able to use the results of those campaigns to expand the depth and value of their first-party data – at a time when many in the industry are saying that first-party data has never been more important.
Fortunately, there’s a new kind of garden in the digital marketing ecosystem: an open garden.
An open garden is designed to expand the scope and application of a brand’s untapped first-party data, enabling marketers to leverage it in new and powerful marketing applications.
Dynata has recently introduced the first in a suite of open-garden solutions. It allows marketers to leverage their first-party, survey response data to drive new-customer acquisition campaigns, starting with full access to the data itself.
1. The marketer can freely and fully manipulate and analyze their first-party research response data to uncover marketing insights;
2. The response data can then be segmented based on these analytical insights, as well as marketing and brand-building goals;
3. The segmented data is used to train an AI-powered predictive scoring engine to identify highly accurate look-alike audiences at scale;
4. The marketer engages the desired audiences at scale across the digital marketing ecosystem.
The value of this kind of open garden is obvious: it invites brands and agencies to expand the utility and application of their first-party research data in support of important marketing goals, while at the same time deepening and enriching that data and its value.
Open garden solutions are all the more valuable because of the critical scrutiny that third-party data is now receiving throughout the industry. A recent article, in eMarketer, noted the trend for marketers “to use less third-party data that they obtain from companies without direct user relationships, and instead, use more first-party data they collect directly.”
We see two principal reasons for this trend: evolving consumer expectations on one side, and changing industry attitudes toward third-party data on the other.
Consumers increasingly expect every brand interaction to be meaningfully personalized. They are more likely to respond positively to customized communications while tuning out generic appeals. At the same time, however, they are more concerned about their privacy, and less forgiving when they feel it is violated. First-party data helps brands respond to both trends.
Meanwhile, marketers have become more discerning about the quality and sourcing of third-party data. In part, this is a response to the consumer trends just described; it is also affected by the changing regulatory environment.
In this evolving data landscape, with more demanding consumers and increasing attention focused on data quality, open garden solutions are an important innovation. They enable marketers to expand the depth and applications of their first-party assets to better meet consumer expectations, fueled by data of known provenance and quality.
Dynata is committed to exploring every opportunity to expand the landscape of open-garden solutions, and we expect others to follow our lead.
Stay tuned!
Open Garden ebook–what do brand marketers critical priority