Wyng Launches Tools to Help Brands Collect and Manage Zero-Party Data

The zero-party data provider Wyng launched new tools Tuesday designed to make it easier for brands to collect, manage, and use zero-party data.

With the digital privacy landscape in flux, and many brands struggling to run personalized marketing campaigns that don’t rely on third-party cookies, Wyng is launching a series of microexperiences, developer tools, and preference centers designed to make it easier to create personalized experiences for online users.

Wyng’s new progressive personalization capabilities offer a way for brands to “earn” customer data through simple interactions. These interactions come in the form of questions that a brand’s website visitors can answer in a single click. By sequencing those questions across multiple pages and sessions, brands should be able to create personalized journeys that transform context into customer preferences.

Wyng client LEVO Oil has been among the first brands to utilize the new capabilities. According to Wyng Director of Product Marketing Jacob Borgeson, LEVO Oil achieved 29% higher conversion rates and 152% higher engagement in the first weeks of use, with just four microexperiences launched thus far.

Another Wyng client, an insurance firm, achieved 58x higher open rates by sending emails based on preferences collected through microexperiences.

“This is just the beginning,” Borgeson says. “We expect to see these results grow over time as brands add more microexperiences to collect more data that then leads to more preference-based personalization. Our system is designed to be progressive, meaning that brands will start small and grow quickly as they learn more about their customers.”

While many of his peers in the martech community say changes to online privacy laws are happening too quickly, Borgeson believes the move to a privacy-first world isn’t happening quickly enough. 

After decades of inaction, the United States is on the cusp of passing online privacy regulations on the federal level. Borgeson says the latest discussions around the American Data Privacy and Protection Act and various state privacy laws, combined with technology changes from big tech companies, mean customer data is already harder to get and less likely to be accurate — and the problem will only get worse if change doesn’t happen soon.

“Brands need to change their strategies to earn data directly from customers in order to build the personalization that people still expect. However, most technology that marketers use is built around the old type of third- and first-party data and therefore is not ideal for zero-party data,” Borgeson says. “Brands need easy-to-use tools that can flexibly fit into their technology ecosystems today in order to start gathering zero-party data and building preference-based personalization.”

Borgeson says today’s launch represents just a few of the capabilities Wyng has built over the last few years, and the company is building more features to make zero-party data collection as easy as possible for brands of all sizes.

In the coming months, Borgeson expects to see a move away from targeted ads, as costs increase and brands begin to see less return on those investments. Instead, brands will increase investment in contextual ads and interactive experiences that integrate instant personalization as a way to simultaneously learn customer preferences and build trust without having to risk violating customer privacy. 

“Hopefully, digital experiences will start to focus on helping customers get what they need before asking who they are or if they want to sign up for a newsletter,” Borgeson says. “People are tired of endless cookie options, and having tools that can manage these permissions across browsers and devices as well as ways to view and control the data they share with brands will restore the trust that is at an all-time low.”