Dan LeBlanc

Dan LeBlanc
Grabbing the Holy Grail of Marketing: 1-to-1 Personalization With First- and Zero-Party Data

Five years ago, McKinsey published an article calling ad personalization at scale the “holy grail” of digital marketing for consumer product brands. In those lower customer acquisition cost (CAC) and spray-and-pray Facebook ad strategy days, it was only feasible for marketers at the largest brands to properly implement McKinsey’s recommendations. But that was five years…

Understanding First- vs. Zero-Party Data and the Power of Owned Data

Facebook made its name in advertising from extensive customer tracking, immense third-party data aggregation, and a powerful algorithm that behaved as a magic money machine for e-commerce merchants. Many brands put money in, acquired tons of customers, and saw massive growth. Not anymore. Facebook helped launch thousands of brands, but it encouraged impersonal customer experiences…