The declared data

playbook
How to collect + activate quality
consumer data at scale
Foreword
Data is the modern marketer’s best friend. But, let’s be honest, it can be your
nightmare, too.

75% of marketers aren’t fully confident that their data actually reaches in-
market consumers.

64% of marketers admit that bad data hinders their ability to provide a truly
excellent, personalized experience.

Imagine this:

A traveler wants to book a vacation three months away, in a major city with nearby
hiking. She’s traveling with a group of four friends, and planning on packing her
camera.

You’re a marketer for a top airline. So, you send her an email highlighting
discounted fares for flights to Seattle, Portland, San Francisco, Salt Lake City, and
Austin. She clicks on the offer to Portland, but doesn’t buy her tickets yet.

Foreword • 1
You remarket to her on Facebook, showing her an ad with creative and copy touting
the most photographic hikes in Portland. She clicks through to a custom landing
page, showcasing the discounted fare, a photo gallery of scenic hikes, and an offer
to bundle the flights and hotels for groups larger than four.

She texts her friends and snags the deal.

This isn’t a marketing pipe dream. This is the power of declared data.

Marketers are increasingly turning to declared data to fuel their strategies, from
targeting to segmentation to personalization. In this playbook, we’ll cover what
declared data is, how it fits into the marketing data landscape, and how to get
started with a declared data strategy.

2 • Foreword
Who reads this?

Social media marketers Email marketers looking Database owners who

trying to drive mobile to drive personalization want clean, useful data
conversions

CMOs and CDOs CROs at media

determined to companies who want
power omnichannel mobile-first, data-driven
personalization content offerings

 • 3
Table of contents
The marketing data landscape. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Third-party data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Second-party data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
First-party data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
What is declared data? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
The new way to get declared data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
How Jebbit does it . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
The Plays. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Activating declared data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Qualified lead generation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Relevant remarketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
(Truly) custom audiences. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Email personalization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Retargeting with declared data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Audience building and profiling. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Data Validation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Data Enrichment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Omnichannel personalized marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Declared Data in Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Getting started. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72

4 • Table of contents
The marketing data
landscape
To really understand the use-cases and value of declared
data, you have to start with the marketing data landscape
as a whole.

As marketers, we use data at every level, from determining

Facebook targeting to timing a major product launch. But
how often do we take a look under the hood at the quality
and usefulness of our data?

In this section, we’ll cover the definitions, sources, and

strengths and weaknesses of third-, second-, and first-
party data.

 • 5
Third-party
data
third-par•ty da•ta
\' thǝrd pär-tē dā-tə \

information collected by an entity that does not

have a direct relationship with the consumer.

Third-party data • 7
The basics
Most commonly, data vendors aggregate unrelated sources to compile third-party
data sets. They pull in readily available information like home addresses, voter
registrations, birth dates, and credit scores, and combine that with data inferred
from cookies, such as online browsing, click trails, and searches.

8 • Third-party data
Sources

Consumer data Credit reporting

brokers agencies

Ratings companies Publicly available

records

Third-party data • 9
Strengths

Scale

You can achieve a significant amount of scale by using third-party data, because
data vendors aggregate massive amounts of information. Within data management
platforms (DMPs), you can use third-party data to build large audiences using
categories like demographics and browsing behavior for your digital advertising
campaigns.

10 • Third-party data
Weaknesses
Accuracy

A recent study published in Digiday WHY DOES THIS HAPPEN?

revealed that a major third-party data Making an indirect inference about
vendor had 84% of users marked as consumers opens the door for
both male and female. Another Digiday false assumptions. Just because

study found that 82% of marketers don’t someone looked at a page for golf
clubs doesn’t mean they like golf.
believe that third-party data is reliable,
They could be searching for a gift
largely due to its inaccuracies. A Deloitte
for a family member, trying to find
consumer survey revealed that the
related gear, or mistakenly clicking
majority of respondents said the third- on golf instead of football.
party data tied to their profile was only
0-50% correct.

Third-party data • 11
 Staleness

Third-party data can be bought and sold for years without being updated, so it’s
often out of date. Consumer preferences change; personal styles evolve, budgets
increase, and tastes modernize.

Irrelevance

Some third-party data simply doesn’t help your marketing. It might be accurate, but
it won’t actually make your targeting more effective or your message more relevant.
These irrelevant data points are things like “past purchase: water” or “household
size: 0-1.”

12 • Third-party data
 Privacy

The E.U. General Data Protection Regulation (GDPR) has renewed concerns over
consumer privacy in the collection and activation of third-party data. A recent study
revealed that more Americans are concerned about data privacy than their income.
Sixty-six percent of Americans want companies to be more transparent about how
their data is used. Because third-party data comes from an entity without a direct
relationship with consumers, it’s the single biggest offender.

Desktop dependence

Third-party data does not work cross-device. Cookies don’t work on mobile phones,
so you lose out on any browsing and activity from consumers that occurs on their
smartphones. U.S. consumers spend 5 hours on their mobile devices each day and
60% of searches occur on mobile devices. Without mobile, you can’t get a complete
picture of consumers.

Third-party data • 13
Surviving the GDPR reckoning

At this point, you’ve definitely heard of GDPR. But what is it? And what does it mean
for you?

GDPR stands for General Data Protection Regulation. It’s a new European Union
regulation intended to increase consumer privacy in regard to how corporations
use their data.

The executive summary clearly lays out the goal:

The objective of this new set of rules is to give citizens back control over their
personal data, and to simplify the regulatory environment for businesses.

In essence, the regulation’s thesis is that consumer trust is critical for the digital
economy to succeed.

New rights conferred to consumers include the right to be forgotten, the right to
object to processing, the right to data portability, and the right to correct data. This
applies to E.U. citizens in member nations and those living abroad.

14 • Third-party data
Companies have to obtain consent from consumers to contact them for marketing
purposes, share or sell data to third parties, and for any uses that the consumer
“would not reasonably expect.” To translate, that means consent is a must for
profiling and segmentation that uses personally identifiable information (PII),
automated decision-making, and direct marketing.

In sum, to power personalization you need data actively given by consumers.

Third-party data • 15
Second-party
data
sec•ond-par•ty da•ta
\' se-kənd pär-tē dā-tə \

another brand’s, publisher’s, or marketer’s first-party

data that you have access to.

Second-party data • 17
The basics
You can make a deal with a publisher or non-competitive brand to share or gain
access to particular audiences, data points, or hierarchies. Second-party data is
most commonly used for audience enhancement or extension.

18 • Second-party data
Sources

Non-competitive Publishers
brands

Facebook Google

Second-party data • 19
The 85-cent challenge
Facebook and Google have massive first-party data sets that you can access via the
tech giants’ advertising platforms. Due to the immense scale of these data sets and
their perceived accuracy, 85 cents of every dollar spent on online advertising goes
to Facebook and Google.

The problem?

You can set some parameters for your targeting, but you don’t get any insight
beyond that and your
typical performance metrics.
The world’s largest brand
advertisers have struck out
trying to find out exactly who
they’re reaching and which
consumers clicked their ads.
Marketers and agencies
frequently cite the lack of
transparency in Facebook
and Google’s data sets as a
concern.

20 • Second-party data
Strengths
Increased transparency

When you strike a deal with a brand or publisher to get access to their data, you
have increased say in which segments you’re getting, how the data was captured,
and why it’s relevant to your brand.

Improved accuracy

We’ll address the accuracy of first-party data later on, but marketers generally
agree that it is the most accurate of the three categories of marketing data. Using
another brand or publisher’s first-party data boosts the accuracy and relevance of
your targeting. Two-times as many marketers say second-party data gives them
good insights into their customers, as opposed to third-party data.

Second-party data • 21
Weaknesses
Inefficiency

Getting access to another entity’s proprietary data set comes with red tape. It takes
an inordinate amount of time to find, negotiate, and administer these deals. That’s
why 49% of companies say they have to bring in an independent third party to
broker them, slowing down the time it takes to launch marketing campaigns.

Privacy

Brands sharing their first-party data with another brand need to consider the
implications concerning consumer privacy (especially in light of GDPR). Consumers
must be able to opt out of their data being leased to another company.

22 • Second-party data
 Limited control

Using second-party data comes with limitations. It’s not your data, so you don’t truly
know the quality or the way it was sourced. The reach is also limited to the reach
of your partners, so while it does increase scale, it won’t always bring a substantial
increase in audience size.

Second-party data • 23
First-party
data
first-par•ty da•ta
\' fərst pär-tē dā-tə \

information that a company owns about consumers,

created and collected through a direct relationship
with that consumer.

First-party data • 25
The basics
Think With Google research revealed that 92% of marketers believe using first-party
data is critical to their growth. Per eConsultancy, eighty-one percent say they see
strong ROI from using first-party data in campaigns. These findings make sense:
First-party data comes directly from your customers, so inherently has higher
accuracy and relevance than anything inferred from browsing or gotten from
another business.

26 • First-party data
Sources

Transactions Focus groups

Surveys Forms

First-party data • 27
Strengths
Ownership

You own the data. It’s proprietary to your brand and doesn’t cost you anything to
use over and over again. You have customers’ transactional data, credit card type,
email, zip code, and more, at your fingertips.

Relevance

In a recent eConsultancy study, 74% of marketers said that first-party data provided
the greatest insight into their customers (when compared to second- and third-
party data). It’s your data on your customers, so it’s going to be more useful to you
than another brand’s data or information inferred from browsing.

Accuracy

First-party data is widely considered to be the most accurate category of marketing

data, because you own it and it comes from reliable sources, like transactions.

28 • First-party data
Weaknesses
Lack of scale

First-party data is the hardest category of marketing data to get at scale. The
methods of collecting it have inherent limitations: Focus groups are limited to 10-12
people, surveys have an average response rate of 10-15%, transactions only give
you purchase amount, credit card type, and address, and most forms convert at
rates below 25%.

First-party data • 29
What is declared data?
So, where does declared data fit in?

Declared data is information willingly and

actively given by consumers, including
their motivations, intentions, interests,
and preferences.

It’s a type of first-party data because

once captured it’s yours, and yours
alone. It’s not an inference or assumption
that you’ve purchased from a vendor.
Declared data is information directly from
consumers, given to you.

Some sources of declared data overlap

with those of first-party data: Surveys,
focus groups, and forms. That’s why,
historically, declared data has been hard
to capture and activate at scale.

That’s changing.

30 • First-party data
The new way to get declared data
There’s a new way to capture declared data. Using mobile attention to have digital
conversations, at scale, with your customers.

What does that actually look like?

More than ever before, your marketing message has to be contextually relevant
to have any impact. You’re now competing with texts, Snapchats, Facebook
notifications, meeting alerts, and the hundreds of notifications that cross our
phones each day.

As a savvy marketer, you’re probably nodding along in exasperation. You might

even be asking, what does this have to do with declared data?

These micro-moments of attention open up billions of potential touchpoints with

consumers, giving you the chance to use mobile attention to capture declared data.

When you approach your marketing as a way to begin a conversation with

consumers, and give them an opportunity to tell you more about themselves,
you create millions of opportunities to learn more about current and prospective
customers.

The new way to get declared data • 31

How Jebbit does it
At Jebbit, we’ve found that the best way to turn mobile attention into actionable
declared data is by providing an immersive experience that gives consumers the
chance to answer questions, select options, and more.

What does that look like in practice?

An eCommerce brand might drive paid social traffic into a mobile lookbook that
lets shoppers indicate their style preferences and get a personalized, shoppable
outcome.

A travel company might send email traffic into an itinerary builder where travelers
enter information about their dream vacation and get a custom itinerary.

A media company might create an interactive article that allows readers to give
feedback and indicate which types of content they’d read the most.

In each instance, the brand sends something much more conversational and
relevant to the mobile-minded consumer. As a result, they open up opportunities
for data capture and can tie that data back to each individual who engages with the
mobile experience.

32 • How Jebbit does it

The
Plays

First-party data • 33
Activating declared data
Capturing consumer motivations, intentions, interests, and preferences at scale lets
you truly personalize each customers’ experience.

In this section, we’ll take a look at how you can do that across all of your marketing
activities:

Lead generation

Relevant remarketing
Custom audiences
Email personalization
Retargeting

Audience building + profiling

Data validation
Data enrichment

Omnichannel personalization

34 • Activating declared data

Qualified
lead
generation
Consumers have trained themselves to close pop-ups as fast
as possible and scroll right past forms.

That’s made qualified lead generation a challenge.

When you approach lead generation as a conversation - a way

to capture declared data - you’ll see a much higher lead and
data capture rate.

Knowing when someone wants to travel, why they love

shopping with your brand, or what kind of content they
actually want to read makes it significantly easier to nurture
them to a purchase.

36 • Qualified lead generation

 The play

A luxury cruise line has to capture qualified leads to personalize the follow-up sales
call and nurture the travelers to a booking. With the price point so high, it’s crucial
for the outbound sales team and marketing team to understand why travelers want
to go on a cruise, where they want to go, what excursions they’d prefer, and who
they’re planning on going with.

Qualified lead generation • 37

Three other ways brands are using declared
data for qualified lead generation:

Boden USA captures style preferences along with each lead so they can
send a personalized, shoppable email.

LaserAway captures declared data on consumers’ procedure

preferences, needs, and concerns to power a personalized
consultation.

The Boston Globe captures reader preferences to more effectively

nurture leads toward paid subscriptions.

38 • Qualified lead generation

Relevant remarketing
No one likes seeing their latest purchase - or worse, something they looked at
and decided they don’t want - following them across the Internet. Declared data
lets you stop using inferences and committing ad stalking by arming you with the
information to show consumers what they actually care about. Given the chance,
your customers will tell you
why they buy, what they look
for in a product, and when
they’re going to buy it.

You can use that declared data

to remarket based on what
they care about, across all of
your channels.

Qualified lead generation • 39

(Truly)
custom
audiences

40 • (Truly) custom audiences

When you upload a custom audience to Facebook, Instagram,
Snapchat, LinkedIn, or Twitter, your knowledge of your
audience stops there. You have the email or username lists
or your pixeled page audience size, but that’s it. You don’t
know what attributes the consumers share, let alone their
motivations, intentions, interests, and preferences.

When you use declared data to create custom audiences, you

know they’re truly custom. You’ll know exactly who you’re
marketing to, and can show them the most relevant creative,
messaging, and offers.

(Truly) custom audiences • 41

 The play

Through a mobile experience, an apparel eCommerce brand captures a declared

data point indicating that tens of thousands of shoppers love their skinny jeans
more than anything else it sells.

Instead of showing them paid social ads for the brand in general, the paid social
team can upload that audience to its top-performing social network. Knowing
they have that hyper-relevant audience, they can test creatives, messages, and
offers directly related to their skinny jeans. Doing so makes sure they don’t have
to worry that they’re showing ads to shoppers who’d never make that purchase.
From the ad, they can
drive shoppers to a
custom landing page
showing just skinny
jeans, increasing
the likelihood of a
purchase.

42 • (Truly) custom audiences

Three other ways brands are using declared
data to create truly custom audiences:

A cruise line created a custom audience of vacationers who are booking

a tropical cruise with their friends within nine months.

The Boston Globe used Jebbit-captured declared data to create

custom and lookalike audiences on Facebook. They launched Jebbit
experiences to isolate their three most-engaged reader cohorts: Sports,
History, and Food + Culture. Then, they created custom and lookalike
audiences on Facebook, and showed subscription offers based on the
reader’s expressed, declared data interests, driving a 121% increase in
conversions.

Boden USA created a custom audience using declared data from

a Jebbit lookbook that showcased a new line of children’s clothing,
remarketing to shoppers who said they liked the line.

(Truly) custom audiences • 43

Email
personalization

44 • Email personalization
Brands that personalize marketing emails see, on average,
27% higher click rates and 11% higher open rates. Declared
data lets you send your audience exactly what they want to
see - because they told you so themselves. You go beyond just
purchase history or behavioral data to segment your emails.

Email personalization • 45
 The play

Regent Seven Seas Cruises launched a “This or That” Jebbit experience, allowing
travelers to choose between various options and build the perfect Alaskan cruise
for themselves. Regent delivered a personalized experience, indicating whether
travelers would prefer different cruise types. Then, Regent’s marketing team sent
a personalized email follow-up based on the type of cruise each potential traveler
got. Using declared data to personalize the email subject line, copy, and offer drove
a 9X higher click rate and 2X higher open rate.

46 • Email personalization
Three other ways brands are using
declared data for email personalization:

Visit North Carolina sent a Jebbit experience to their database that

revealed to the users which type of vacation they’d most enjoy.
Afterward, they sent an email based on the vacation type and saw a
2.5X increase in email open rate and a 12.5X increase in email click
rate. In that personalized email, they drove users into another Jebbit
experience so they could learn more about things to do in North
Carolina based on their vacation type.

An eCommerce brand sent a trigger email right after capturing a

key piece of declared data from a shopper: Per eMarketer, the best
retargeting conversion rate happens when the first email is sent within
an hour.

A major media company uses declared data to create segmented

e-newsletters, to make sure that they’re sending the most relevant
content and articles to readers.

Email personalization • 47
Retargeting
with
declared data

48 • Retargeting with declared data

HubSpot recently conducted research on why people block
ads. The verdict?

Seventy-nine percent of consumers said they felt like they

were just being tracked by ads for items they’ve purchased in
the past.

As bleak as that may seem, the same study also revealed

that 77% of consumers would rather filter than block ads.
Consumers will pay attention to ads that are actually relevant
to their interests.

You can use declared data to build audiences hyper-relevant

to your campaign, instead of relying on third-party datasets.
When you do, you’ll save money lost on bad targeting.

Retargeting with declared data • 49

 The play

An eCommerce brand uses declared data to create an audience within its DMP
of shoppers who’ve actively said they’re looking for an educational gift for their
toddler-aged nephew. Then, the brand can show them only its educational toys and
books, rather than every toy it has for a toddler.

50 • Retargeting with declared data

Three other ways brands are using
declared data for retargeting:

A travel brand created an audience of travelers who’ve told them that

they are planning a romantic vacation to a major city that has fine
dining options, and showed them offers for destinations that met their
declared preferences.

Instead of showing shoppers the last item they looked at, eCommerce
brands are capturing declared data to show shoppers only what they’ve
indicated they’re in-market for.

A large broadcasting company captures declared data and uses it to

create audiences for their advertisers, making sure the advertisers’
campaigns are only shown to the most relevant site visitors.

Retargeting with declared data • 51

Audience building and
profiling
Bad data all too often gets in the way of great marketing. Declared data helps you
keep your data accurate, relevant, and up-to-date, because it’s coming directly from
your audience. In this section, we’ll cover how you can validate and enrich your
existing customer data with declared data.

52 • Retargeting with declared data

Data
validation
As a marketer, you likely already know the top three data
points on every customer that you’d love to have always up-to-
date and accurate. Keeping them that way, however, poses a
challenge.

When you give your customers the right medium, they’ll

actively give you those data points themselves. You’re able to
rest assured that the data you have is valid - and useful.

54 • Data validation
 The play

An airline continually captures declared data on its top three most valuable
customer data points: How far in advance fliers book, who they’re traveling with,
and if they’d ever upgrade to first class. By validating these key data points, the
airline can make sure that fliers only receive the most relevant marketing emails,
app notifications, and offers.

Data validation • 55
Three other ways brands are validating
their customer data with declared data:

A subscription snack box company uses Jebbit to determine the snack

preferences of potential subscribers, ensuring it only shows the most
relevant snack box offers.

A newspaper continually asks its readers what articles they enjoy

reading the most, to curate a relevant weekly newsletter for them.

An auto parts company needs to always know its customers’ year,

make, and model, so it continually captures this declared data from
them.

56 • Data validation
Data
enrichment
A major challenge of first-party data, as mentioned above, is
getting the quality data you want at the scale you need. With
declared data, you can achieve both quality and quantity,
enriching your customer profiles with their motivations,
intentions, interests, and preferences.

58 • Data enrichment
 The play

A women’s eCommerce brand launches Jebbit experiences to create and maintain

style profiles for its shoppers, always making sure their style preferences are up-to-
date. The brand already has shoppers’ emails, zip codes, and transaction histories,
but wants to uncover the “why behind the buy.” Using declared data capture they
can dig into the reasons women shop with the brand, when they want to make their
next purchase, and what seasonal apparel they need. They enrich shopper profiles
with this declared data to power the most relevant, cross-channel marketing.

Data enrichment • 59
Three other ways brands are enriching
their customer data with declared data:

Visit Massachusetts uses Jebbit to capture declared data on their

existing database. They enrich each profile with the reason for travel,
their travel plans, their lodging preferences, their interests, and more.

The New England Revolution, a top-tier Major League Soccer team, uses
Jebbit to find out if fans prefer to watch games in-stadium or on TV.

The Boston Globe wanted to find out what types of content its readers
preferred, and continually launched Jebbit experiences to enrich each
profile with that declared data.

60 • Data enrichment
Omnichannel
personalized
marketing
Top marketers know personalization is the only road to
success. The evidence is there: Per Salesforce, 52% of
consumers will switch brands if a company doesn’t personalize
their experience and 64% of consumers want personalized
offers.

To achieve true personalization, and not just segmentation,

you need declared data. Given the chance, consumers will
freely tell you their motivations, intentions, interests, and
preferences, allowing you to activate that data across all of
your marketing channels. You’ll create meaningful, one-to-one,
omnichannel marketing, the kind that treats every consumer
like the unique individual they are.

62 • Omnichannel personalized marketing

 The play

Powering true, one-to-one personalization starts at the first touch. A major travel
brand captures the most important pieces of declared data and ties it back to
individual consumers. The first touch is a personalized email subject line with
the destination given by the consumer. Then the consumer sees a paid social ad
touting decreased air fare for the destination. That ad leads to a personalized
landing page, with offers for hotels and excursions, as well as content about the
destination. The next touch is a shoppable email, that directs the traveler right to
a personalized bookings page. When 69% of travelers say they’re more loyal to a
travel company that personalizes their experience online and offline, this strategy
isn’t a nice-to-have, it’s a must.

Omnichannel personalized marketing • 63

 “Personalization is no longer seen as added-value.
Consumers want a tailored journey that’s specific to their
needs and their preferences.”

- Elizabeth Fettes, Sr. director of ecommerce and digital

marketing at Regent Seven Seas Cruises

64 • Omnichannel personalized marketing

Three other ways brands are using
declared data for omnichannel marketing:

Hearst uses declared data to uncover readers’ content consumption,

interests, and intentions to send readers the most relevant articles,
enhance their social ecosystem, and increase their advertisers’ success
with better targeting.

An eCommerce sports brand acquires new customers with declared

data tied to their customer profile. With that data, the brand can
ensure that these customers only see the content, products, and offers
most relevant to them - regardless of channel.

A pro sports team captures declared data on fans’ interest in different

ticket packages and nurtures them with seamless messaging on every
channel, based on whether they’d prefer season tickets, multi-game
packs, and single game tickets.

Omnichannel personalized marketing • 65

 Declared Data in Action
Regent Seven Seas Cruises drives
personalization with declared data

Regent Seven Seas Cruises has an

average of five touch points with
prospective travelers from first website
visit to voyage selection. Regent’s goal in
using Jebbit is bringing the destination
to life for each customer by creating a
personalized customer journey with each
touch point.

Regent originally relied on surveys to get

declared data, which although helped
gain knowledge of potential travelers,
provided an unbranded, unengaging
experience. The lack of engagement
resulted in low response rates, and
Regent couldn’t get the data they needed
for personalization.

66 • Omnichannel personalized marketing

By launching an interactive, mobile-first Jebbit experience Regent collected collect
unique, quality data all about the travelers’ destination and excursion preferences,
cruise timeline, and more.

With each response from the experience, Regent learned more about
every customer, allowing them to build individual profiles, deliver custom
recommendations, and personalize email and phone follow ups.

Through using this declared data to power a personalized experience, the team
drove a 2.5X lead capture rate, 2X email open rate, and 9X email click-through rate.

2.5X 2X 9X
Lead capture Email open Click-through
rate rate rate

Omnichannel personalized marketing • 67

 “When we created these tailored experiences, our email
capture increased 2.5X. When we went further down that
personalization to a customized email tailored to the
specific responses, we saw a 2x increase in open rate and
a 9x increase in email clicks. A marketers dream, right?”

- Elizabeth Fettes, Sr. Director of ecommerce and digital

marketing at Regent Seven Seas Cruises

68 • Omnichannel personalized marketing

Boden saw a 10X return on ad
spend using declared data-powered
custom audiences

Boden, a British-based eCommerce brand, sells

women’s and children’s apparel. They launched
a new line of children’s clothing for the Boden
Mini brand using a Jebbit mobile lookbook. The
lookbook immersed shoppers in the line, allowing
them to explore the clothing and indicate their
preferences after perusing it.

Omnichannel personalized marketing • 69

Boden then took the declared data from shoppers who liked the Boden Mini
dinosaur line, and created a custom audience and lookalike audience on Facebook
to advertise the line. Each consumer who went through the lookbook was targeted
with the product they said they liked the most, and therefore showed the most
purchase intent for.

The results?

Using declared data to power custom and lookalike audiences drove a 10X return
on ad spend and increased cart size by 33%.

10X 33%
Return on ad Increased cart
spend size

70 • Omnichannel personalized marketing

“The results we’ve seen from jebbit is audiences are
converting at about a 50% higher conversion rate than
non-jebbit audiences.”

- Boden USA marketing team

Omnichannel personalized marketing • 71

Getting started
We’ve found it’s easiest to break your declared data strategy into three simple
steps:

Identify your attributes: What pieces of declared data would you love to have on
every customer? Start with your top three, and add in new ones as they arise.

Create your content calendar: Plan out the content that you’re going to use to
capture declared data, to ensure that you’re giving yourself opportunities to get the
data you want.

Plan your data activation: Whatever channel you own, make sure you’ve got
a strategy in place for activating your declared data, whether that’s a custom
audience for paid social, a personalized email, or the groundwork for omnichannel
personalization.

72 • Getting started
 Go beyond the playbook
Ready to start your declared data journey?
Check out jebbit.com/demo

Omnichannel personalized marketing • 73