How e.l.f is turning zero-party data into a competitive advantage

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This is a podcast episode titled, How e.l.f is turning zero-party data into a competitive advantage. The summary for this episode is: The beauty industry has it harder than most when it comes to reliable and accurate sources of actionable data. Let's face it, beauty is personal and therefore the best source of data is data that is direct from the consumer themself. What's their skin type, their skin tone, their skin sensitivity? e.l.f. knows that the key to unlocking loyalty is to truly understand what matters most to their customers. In this episode, you'll hear from Brigitte Barron, Global CRM & Customer Growth at e.l.f. Cosmetics, and Pam Erlichman, Chief Marketing Officer of Jebbit, as they discuss how creating a better consumer experience that focuses on zero party data allows both e.l.f. and their customers to win. This webinar was part of the 2022 CRMC Webinar Series in partnership with The Wise Marketer.

Key Takeaways

Overview of what to expect during the webinar.

01:24 MIN

Pam explains what zero-party data is and why it's so important right now.

02:28 MIN

Brigitte highlights key challenges that many marketers are facing today.

00:43 MIN

Brigitte explains why zero-party data is important to e.l.f.

01:04 MIN

How zero-party data fits into multiple initiatives, both short and longer term.

01:17 MIN

Brigitte addresses a common thought-experiment for businesses to consider: Build VS. Buy (i.e., Do we build it ourselves or look for software that we can use to address our challenge / need?)

01:51 MIN

How to leverage engaging quizzes and content to acquire net-new users to file, enriched with zero-party data.

01:51 MIN

How e.l.f. uses Jebbit to engage it's Loyalty members and drive database enrichment / segmentation.

03:38 MIN

Leveraging Jebbit in a new, creative way to support the e.l.f. x Alicia Keys product line: Keys Soul Care.

01:24 MIN

Brigitte and Pam talk about the long-term impact that zero-party data has for businesses - and key metrics / indicators that e.l.f. is tracking to attribute that impact back to Jebbit.

10:36 MIN

Bill asks Brigitte about the types of questions to ask and the scenarios for when to use a traditional survey, a quiz, or even if there are ways to combine both?

01:48 MIN

Focusing on accuracy, trust and transparency.

01:12 MIN

Using zero-party data to create new, more niche audiences for media targeting.

04:22 MIN

Using Jebbit to power in-the-moment personalization and why it matters for consumers.

01:51 MIN

More on quizzes, surveys, when to use them, and ways to think about them together.

02:49 MIN

Today's Guests

Bill Hanifin

|CEO & Managing Director at The Wise Marketer (and moderator of this webinar)

In his role as CEO of Wise Marketer Group (WMG), Bill leads the development of TheWiseMarketer.com and as Managing Editor, is on a mission to create the leading source of news, education and research in Customer Engagement, Loyalty, CRM and the broader category of Digital Marketing. WMG operates The Loyalty Academy™, which offers the first educational program for marketing professionals in our industry, the Certified Loyalty Marketing Professional™ (CLMP). Loyalty Academy™ offers public workshops for loyalty marketing training and provides corporate training to global brands. More Information may be found at www.LoyaltyAcademy.org

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Pamela Erlichman

|Chief Marketing Officer at Jebbit

With over 25 years of marketing experience, Pam is responsible for making Jebbit a household name among marketing professionals. Prior to joining Jebbit, Pam was the Vice President of Marketing for Oracle Data Cloud which included creation and growth of Oracle Data Cloud’s industry firsts The Data Hotline and The Data Lab brands; providing data strategy and education to brand, media and agency partners. Pam joined Oracle Data Cloud via the Datalogix acquisition, where she created and grew the marketing function from its inception. Prior to Datalogix, Pam worked at Digitas, leading relationships with world class brands including Delta Air Lines, AT&T, FedEx, Ahold USA, Celebrity Cruise Lines and Progressive Insurance.

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Brigitte Barron

|Global CRM & Customer Growth at e.l.f. Cosmetics

Brigitte is a results-driven, passionate marketer & problem-solver specializing in data-led customer marketing, CRM, 1st party data analytics, loyalty programs, and digital marketing. In her current role at e.l.f. beauty, Brigitte oversees both global CRM and loyalty strategies for e.l.f. Cosmetics, e.l.f. Skin, Well People and Keys Soulcare.

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