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First-Party Data is Easy to Capture, so Why Aren’t More Brands Doing it?

August 18, 2021

First-Party Data is Easy to Capture, so Why Aren’t More Brands Doing it?

Table of contents

My experience at The Quail, during Monterey Car Week.

From festivals to concerts, activations to pop-ups, and product demos to distillery tours, I’ve attended more of these than I can keep track of and before joining AnyRoad–I didn't give a second thought to why these brands aren’t capturing who is engaging with them, and how would they even go about doing that? The whole point of these activations is to engage with consumers, right? But how do you measure success if you don’t know which consumers were there, what they thought, and how it changed their perception of your brand?

This past weekend, I attended The Quail, A Motorsports Gathering–an unparalleled experience for motorsports enthusiasts and collectors from around the world to enjoy rare collections of fine automobiles in a garden-party setting on the rolling greens of Quail Lodge & Golf Club.

Auto brands such as Mercedes, Pagani, Porsche, Lotus, Cadillac, Audi and non-auto brands such as Burgess Yachts, FlexJet, Maker’s Mark, and Wolves Whiskey had activations that missed a massive opportunity to get to know who is engaging with their brand, and capture first-party data. There were QR codes scattered throughout, but they merely took you to websites. 

With AnyRoad Live (utilizing built-in QR codes and an iOS app), field marketers and brand ambassadors would have been able to capture meaningful consumer data from every individual that engaged with them. It's a first-of-its kind solution designed to capture, measure, and manage first-party data and insights across all field marketing experiences run by brands. 

In the digital world, we have a whole host of marketing automation tools to manage all stages of the customer journey. In the offline world, you now have AnyRoad–because you can't improve what you don't measure.

ICYMI - Automobili Lamborghini debuted its limited-edition Countach LPI 800-4 Hybrid Supercar at The Quail, just in time for its 50th birthday.

Step 1: Evaluate Your Scheduling Software Needs

Before researching online booking systems, evaluating your business needs is essential. After all, you don’t want to overspend on bells and whistles when you only need an online form. For newer events looking to scale, a more sophisticated system might be the goal but not the starting point.

Consider the type and size of your business, the nature of your services, and the volume of transactions you handle. For instance, if you run tours and tastings, you should look at solutions meant for high-volume enterprises that can include add-on shirts, beer steins, and more.

Scheduling Software Flowchart

We made a helpful flowchart to help you decide if you’re ready to invest fully in online bookings or look into a free scheduling app, like Google Forms, as a better starting point.

As someone trying to make smart investment decisions, you don’t want to buy a booking and ticketing solution that doesn’t meet your needs. Use our guided questions to determine where you are in your investment journey.

Booking System flowchart
Use the flow to gauge where you are on your journey!

2. Compare Booking Page Features and Pricing

Booking Page Features

Once you have a clear idea of your business needs, you can compare online booking systems that meet your criteria. Have a list of your most essential needs and what would be nice for you to have. Some features you should consider including on your list include:

  • Website integration
  • Branded booking page
  • Configurability to match your brand
  • Payment processing and add-on sales
  • Automated reminders
  • Automatic data analysis
  • Feedback collection and analysis

Rank these on a scale of one to ten, with one being the least important and ten being the most important. That way, if you need to sacrifice a feature for a must-have, you’ll know exactly what you can do away with and what you can’t do without.

Scheduling Software Pricing

Besides shopping around for the right features, factor pricing into your decision. You want to use the scheduling software that gives you the best return on investment. So don't choose to sign up for the most expensive or cheapest option right off the bat — many times, you will need to look into more than just pricing on the surface.