ZERO & FIRST-PARTY INTELLIGENCE SYSTEM
The Context
People are more likely to share when they feel seen, safe, and in control.
That’s the behavioral insight behind OneOnOne™ conversations.
With response rates to prompts over 90%, every conversation holds meaningful data.
Not because we scrape or track, but because we create something worth responding to.
We built a real-time data pipeline to capture and analyze what audiences are thinking, feeling, and choosing—turning every message, tap, and action into insight.
Missed Connections:
Too many creators and brands treat DMs like email, aka a one-way delivery channel for PDFs, reminders, or links.
But DMs can be so much more.
When you treat the conversation itself as the product, you don’t just send content, you spark interaction, build trust, and gain insight.
That’s the philosophy behind our approach.
And it’s why OneOnOnes™ don’t just get seen. They get answered.
What Most Brands Get Wrong in the DMs
As OneOnOnes™ scaled, so did the zero- and first-party data—capturing both structured (multiple-choice) and unstructured (open-ended) responses across thousands of conversations.
These responses revealed nuanced insights that brands rarely get from static content, survey results, or social comments.
We could zoom in to understand what moved one person—or zoom out to spot patterns across entire audiences.
So we asked ourselves, how do we help brands truly know their audience—without cookies or guesswork?
The Opportunity:
Zero- and First-Party Data, Done Right
We developed a real-time data pipeline that turns every message, tap, and action, into actionable insight—without interrupting the experience or compromising trust.
The system pulls insights from both individual and group patterns, so brands don’t just hear one voice, they hear the full chorus in real time.
Track → Every choice, open-ended reply, tap, and return
Analyze → AI models surface sentiment, emotion, and behavior patterns
Segment → Real-time tagging based on behavior, language, and self-reported preferences
Deliver → Insights flow directly into dashboards, CRMs, and downloadable CSVs
Fully GDPR + CCPA compliant.
The Build:
Insights, Straight from the Source
Conversational Design
→ Purposeful open-ended and multiple-choice questions that drive interaction
→ Designed to surface intent, sentiment, and decision-making patterns
Under the Hood:
Turning Interaction Into Intelligence
Data Collection
→ Responses captured live across Instagram DMs and Facebook Messenger
→ Events tracked with Segment for structured analytics
→ Open text responses stored for deeper analysis
Processing & Analysis
→ Behavioral data fed into Mixpanel to track engagement, drop-off, and choice
→ Open-ended answers processed with AI-powered text models to extract themes, tone, and sentiment
Actionable Insights Backed
by Zero & First-Party Data
Lead Capture
Audience Sentiment
Top Motivators
Key Barriers
Behavioral Signals
Segmentable Tags
Emerging Themes
Performance Data
Ad Retargeting Using PSID
Real-Time Optimization
→ Conversations evolve while they’re still happening
→ Strategy and story teams adjust conversations based on live data
→ No waiting for post-campaign analysis
This system was only possible through cross-functional collaboration:
Data Science built predictive models and refined event logic.
Engineering implemented real-time data capture at scale.
Strategy & Storytelling designed conversations that surface true signals and translated insights into better brand experiences.
Client Teams used the dashboards to act on insights in real time.
Cross-Team Collaboration
✔️ Balancing fast-moving data with platform limitations
✔️ Aligning multiple teams around a unified data model
✔️ Designing flexible systems that scale across creators and brands