//The acquisition of Wayin Inc. by Cheetah Digital aims to provide marketers with first-party and "zero-party" data
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The acquisition of Wayin Inc. by Cheetah Digital aims to provide marketers with first-party and "zero-party" data

 

 

The direct marketing provider Cheetah Digital announced acquired Wayin Inc. Data Solutions Inc. Wayin specializes in data acquisition technology that enables marketers to create quizzes, quizzes and interactive games while collecting initial and self-generated data. -describing "zero party" to consumers who have chosen to participate. Invented by Forrester, partial data refers to information provided actively by users rather than deduced

Why We Should Care

Consumers are increasingly more cautious With Wayin's technology, Wayin's technology offers marketers the ability to create digital experiences that add value to the consumer in exchange for their data. Since the consumer proactively provides data without third parties, the solution could enable digital marketers from the Cheetah Digital ecosystem to stay compliant with GDPR and other privacy rules while creating more privacy. Opportunities for advanced customization.

"Marketers have never faced a challenge as difficult as today. Consumers Demand Personalized Experiences, Global Privacy Regulatory Strengthens, Trust and Efficiency of Third-Party Sources Decline, and CEOs Demand Increased Effectiveness of Marketing Spending . Intelligent marketers are turning to "zero vendor" data to not only comply and build customer trust, but also deliver an outstanding brand experience, "said Sameer Kazi, CEO of Cheetah Digital.

Wayin's business platform joins the group. Cheetah Marketing Suite and Cheetah Loyalty platform.

Learn more about the news:

Marketers can expect to be able to create and run campaigns and experiments on any digital channel in order to generate consumer data. Data generated from Wayin's interactive experiences will be integrated into the Cheetah Loyalty or Cheetah Digital Marketing suite, enabling marketers to target prospects with triggered personalized messaging, based on self-reported user data.

About the Author

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Jennifer Videtta Cannon is the senior editor of Third Door Media, which covers topics such as marketing by email, analysis, customer relationship management and project management. With over ten years of experience in organizational digital marketing, she has overseen digital marketing operations for NHL franchises and has held positions in technology companies, including Salesforce, advising marketers of company on maximizing their martech capabilities. Jennifer previously hosted the Inbound Marketing Summit and holds a certificate in Digital Marketing Analysis from the MIT Sloan School of Management.