In the ever-evolving and ultra-competitive world of Australian eCommerce, innovation is the name of the game. To explore how marketers can level up, we sat down with Edward Roberto, a leader in digital and eCommerce with decades of experience, to gain his expertise on overcoming marketing challenges, leveraging first-party data, and the critical role of technology in driving growth. From navigating privacy regulations to implementing AI, Edward’s unique insights offer a treasure trove of actionable strategies for marketers looking to maximize their digital revenue.
The Problem: Deanonymizing Website Traffic
For many brands, understanding who visits their website remains a perpetual challenge. A common mistake is relying solely on their ESP or CDP as an identity solution, which only recognizes logged-in users. This means that upwards of 90% of website traffic remains anonymous, resulting in significant missed opportunities. As Edward vividly explains, “If a customer was coming into your store and they came in with a mask and you didn’t know who they were, that’s essentially what’s happening.”
Legacy systems and inadequate platforms further complicate efforts to extract meaningful insights. As Edward notes, “Being able to ID them, even with what you have, is difficult.” This lack of visibility impacts everything from personalized messaging to conversion rates, leaving brands unable to engage effectively with their audience.
Identity resolution is the process of connecting data points across a consumer’s journey to build a complete, unified profile of each individual. By linking various identifiers—such as email addresses, phone numbers, device IDs, and online behaviors—brands can accurately recognize and engage customers wherever and however they interact. This creates a seamless, personalized experience throughout their journey.
From Wunderkind’s perspective, the most critical element is identification. As Edward explains, “The biggest thing there is obviously the identification piece and really understanding who it is that’s coming to your site… you’re actually taking the hood off to understand who they are.”
The Solution: Harnessing First-Party Data
Despite the ongoing “will they, won’t they” debate surrounding the potential depreciation of third-party tracking cookies by Google, Edward emphasizes the enduring importance of first-party data: “Regardless of Google’s stance on cookies, first-party data should always be a strategic priority.”
First-party data empowers brands to better understand customer behavior, personalize messaging, and optimize marketing spend. Edward highlights how incorporating identity resolution into a website experience can act like a digital concierge—prompting visitors with questions such as, “Are you a member?” and tailoring the experience accordingly.
Brands that leverage first-party data not only forge stronger connections with their audiences but also enhance the effectiveness of their email marketing campaigns. As Edward points out, email remains a high-ROI channel, particularly when paired with robust data strategies.
– Improved ROI: By connecting visitor data to marketing platforms, brands can improve targeting and drive more efficient spend.
– Enhanced Personalization: Tailoring creative messages to known visitors results in better engagement and higher conversion rates.
– Privacy and Compliance: With growing concerns about data privacy, particularly in markets like Australia, partnering with compliant platforms ensures both legal protection and customer trust.
“If you’ve got someone there that already complies with GDPR and is taking liability, why wouldn’t you partner with them?”
How to Get Started
Here’s how brands can take the first steps:
– Audit Your Current Systems: Identify gaps in your customer identification and data utilization processes.
– Prioritize Privacy: Ensure all technology partners comply with privacy laws such as GDPR.
– Leverage AI: Use AI tools to analyze visitor data and automate personalized campaigns for scalable impact.
– Expand Email Capabilities: Feed identity insights into your email marketing to improve ROI and create omnichannel opportunities.
“Look for platforms that truly specialize in identity resolution and data-driven marketing, rather than those offering generic, all-in-one solutions.”
Conclusion
Ecommerce brands must embrace innovation to thrive in today’s digital landscape. Identity resolution and first-party data are the keys to unlocking untapped revenue potential. By combining advanced technology, privacy compliance, and actionable insights, marketers can transform their digital storefronts into powerful revenue generators.
Ready to uncover your hidden revenue? Schedule a demo with Wunderkind to see how our identity solutions can revolutionize your e-commerce strategy.