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: <p>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? </p><p><br></p><p>e.l.f. knows that the key to unlocking loyalty is to truly understand what matters most to their customers. </p><p><br></p><p>In this episode, you'll hear from Brigitte Barron, Global CRM &amp; 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. </p><p><br></p><p>This webinar was part of the 2022 CRMC Webinar Series in partnership with The Wise Marketer.</p>
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

DESCRIPTION

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.

Today's Guests

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Bill Hanifin

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

|Chief Marketing Officer at Jebbit
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Brigitte Barron

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