In this digital world, marketers collect first-party data to gain insights about their customers. It is the data that is derived from the app and website. Data is one of the biggest drivers for successful marketing, and different data types are dependable for your current situation.
What is first-party data?
First-party data is the information that different organizations collect from their customers and audiences. Marketers gather all the information about customers from online and offline sources, including CRM, the company’s website, app, and social media.
You can collect data from behavior, actions or interests, and compile it through software and systems that the company itself owns. Later, you can use this data, including purchase history, digital interactions, behavior, preferences for generating ads, content, and experiences.
However, companies can use first-party data, including mobile or web app behavior, call center or in-store interactions, loyalty status, and purchase history, to generate targeted ads.
First-party data comes directly from customers and audiences, and it is generally the most valuable customer data. It is easy to gather and manage first-party data, especially if using a data management platform. However, companies should not miss collecting and activate first-party data as it is the king. First-party data should be the priority of any company to utilize the asset to scale valuable audiences, improve ROI, and deepen engagement with consumers across all marketing efforts.
The first-party data includes:
- Visited websites and interactions
- Purchase history
- Time spent on website
The first-party data can be gathered free of cost, and the organizations that own the data have all the required customers’ consent. You can deliver users personalized experiences and show them relevant ads with the help of this first-party data. Examples of first-party data: You can build any segments with readily available first-party data on the digital market.
First-party data are similar to the data points from where the third-party data are created. For example, first-party data comprises localization, browser’s languages, visited URLs, timestamps, etc. You can develop the segments after gathering information through your website and data points, including interests, purchase intentions, and demography of customers.
How will marketers use the first-party data?
First-party data is the most valuable data because of its qualities, and it is gathered directly from the customers and audiences. So, marketers are aware of the fact that data is accurate and it is relevant to your business. Even there is no privacy concern in the case of first-party data as marketers know that customers are giving their consent while providing the information.
Marketers can send personalized messages to the customers based on the visitors’ experiences with the help of first-party data. They gather this high-quality data and ensure it complies with privacy rules. You can gain all the consent through the app or website.
Here are the three advantages of first-party data for an organization:
You can adequately segment audiences after collecting first-party data as you know your users. After analyzing the web traffic, you can create audiences based on their buying interests. You can check which product they are interested in and even understand their interest in different topics. Based on your analysis, you can generate highly personalized messages and increase the effectiveness of your marketing efforts.
Collect Data Legally
First-party data is one of the most trusted and reliable user data gathered legally. Marketers collect the first-party data after taking consent from the users, so it is transparent. You can take help from the law department to understand the best instructions on what information you should share with your users to process their data in compliance with privacy regulations. Users can even process the data by your organizations because it is essential for making a purchase.
Analyze the users’ profiles
You can deeply look into the customers’ profiles with the help of first-party data. You can integrate data about your customers from different sources by using technological platforms for generating the full view of your customers.
Difference between First party data, second party and third party data
Basically, the first-party data is the information that you can collect from your audiences and customers. You can collect this information from your own website through cookies, customer feedback, purchases, in-store beacons, point-of-sale communication. Whereas, second party data is someone else’s first party data that can be utilized for your own company. It helps to increase the effectiveness of your marketing campaigns and personalize it with some important data. On the other hand, third party data is derived from different sources.
Advantages of using 1st party data
Do you know that first-party data is crucial for publishers? Media professionals can deliver personalized content, monetize their data by collecting digital information about your users. Here are the benefits of using first-party data:
Gather data in compliance with CCPA and GDPR
You can collect data on your own, and it helps you use the audience data for marketing purposes. In my opinion, collecting data on your own allows you to gather or necessary consents to use audience data for marketing purposes. In addition, it’s safe to use 1st party data segments for targeting because you know the source of data and how it was gathered.
Monetizing created segments
When you gather the first-party data, it allows you to open a new source of revenue by collecting the first-party data. You can sell created segments with the help of global DSPs, and you will find marketers across the globe purchasing your audiences.
Using safe data
You can expect to see the whole digital market blocked by Chrome which is third-party cookies. Well, Safari and Firefox browsers also seem to block those cookies. But first-party cookies are and will be accepted by all browsers. What does it mean? It means that publishers will still target segments created from their data. That’s why collecting data from digital assets is essential. Second, it helps you reach your audiences with target ads after 3rd party cookies are blocked by default.