Cheetah Digital, a cross-channel marketing software company, has announced its acquisition of zero-party data firm Wayin.
The acquisition will see Wayin bolster Cheetah Digital’s ability to help marketers collect zero- and first-party data and preference insights to drive hyper- personalized, real-time experiences and meaningful customer engagement across all channels and stages of the customer lifecycle.
“Marketers have never faced a tougher challenge than they do today. Consumers are demanding personalized experiences, global consumer privacy regulations mount, trust in and effectiveness of third-party sources deteriorates, and CEOs demand greater efficiency of their marketing
spend,” said Sameer Kazi, chief executive of Cheetah Digital. “Smart marketers are turning to zero- and first-party data, to not only be compliant and build customer trust, but deliver exceptional brand experiences. Wayin is the leader in helping marketers acquire opted-in data at scale, and now combined with our enterprise cross-channel marketing platform, Cheetah Marketing Suite, and our industry-leading loyalty platform, Cheetah Loyalty, marketers are able to put that data to work in real-time with hyper-personalized experiences across all channels.”
With an increasingly stringent regulatory environment due to legislation like Europe’s GDPR and Vermont’s data broker registration law, it is becoming more difficult for marketers to depend on third-party data as a means of targeting consumers. As a result, firms like Wayin are aiming to be more useful to firms like Cheetah Digital. According to Forrester’s research “consumers want control over their info, so marketers will turn to zero-party data.”
“Privacy and personalization can only exist in the future with a first- and zero-party data strategy, rather than third-party data that is increasingly incomplete, inaccurate, and breaches consumer trust,” said Richard Jones, Wayin CEO. “That’s why many of the world’s biggest brands are continuing to turn to Wayin for interactive experiences, audience building, and profiling that helps them identify customers, drive rich personalization, and keep data accurate, relevant, and current.
It’s coming directly from their customers. We’re thrilled to join Cheetah Digital and continue our mission to facilitate honest, mutually beneficial relationships between brands and consumers.”
Formed in 2016, Wayin is recognized as the industry leader in zero-party data, Working with many of the world’s leading brands such as Discovery Communications, NHL, Bauer Media, Vodafone, Priceline.com, Reckitt Benckiser, Air New Zealand, and Manchester City FC, Wayin-powered interactive experiences have collected more than 1.3 billion zero-party customer data records in the past two years alone.