How to Create, Capture, & Leverage First-Party Purchase Data to Drive Meaningful Growth (part 1 of 2)
Author: Jonathan R. Pinney
Not all digital coupons are created equal.
You may be asking why that matters in a conversation about data.
It matters because the right digital coupons can provide you with a deep well of first-party data that you can’t get anywhere else. The right digital coupon can tie a specific consumer to the online engagement that activated their purchase intent and resulted in an actual purchase, closing the online-to-offline path-to-purchase loop and giving insight into how other consumers could be activated in a similar way.
Unfortunately, most brands overlook this data or don’t even know it’s available.
Following is how to create, capture, and leverage this often-overlooked gold mine of first-party