As third-party cookies on websites become less reliable, brands are increasingly focused on collecting first-party data.
This data can be used to create more personalised content experiences and measure the effectiveness of marketing campaigns.
Charlotte Bennett, 8848’s Client Services Director and data specialist looks at first-party data and what’s in store for brands in the coming 12 months.
What’s happening with third-party data?
As online data collection and usage practices become increasingly transparent, users are growing rightfully concerned about their privacy. This has led to several changes in the way that browsers handle third-party cookies. For instance, many browsers now proactively block third-party cookies, or they empower users to choose against data tracking by third-party cookies.
What is first-party data?
First-party data is data that a company collects directly from its customers or users. This data can be collected through a variety of channels, including:
Website forms
When a visitor fills out a form on a company’s website, they are providing the company with their first-party data. This data can include their name, email address, phone number, and other information.
Customer relationship management (CRM) software
CRM software allows companies to store and track customer interactions. This data can include information about the customer’s purchase history, support interactions, and other details.
Social media
When a customer interacts with a company on social media, they are providing the company with their first-party data. This data can include information about the customer’s interests, preferences, and demographics.
Mobile apps
Mobile apps can collect a variety of data about users, including their location, usage patterns, and personal information.
Email marketing
When a customer subscribes to a company’s email list, they are providing the company with their first-party data. Businesses can use this data to send personalised marketing messages.
Offline interactions
Companies can also collect first-party data offline, such as through customer service interactions, surveys, and event registrations.
How can companies use first-party data to support marketing?
Once a company has collected first-party data, it can use it to:
Personalise the customer experience
You can use first-party data to create much more personalised marketing messages, product recommendations, and customer service experiences.
Improve customer service
Improve your customer service using the data to identify and address customer needs and pain points.
Measure the effectiveness of marketing campaigns
First-party data can be used to track the ROI of marketing campaigns and make adjustments as needed.
Develop new products and service
You can use first-party data to understand customer needs and wants, and to develop new products and services that meet those needs.
Tips for collecting first-party data
Be transparent about how you collect and use data
Businesses are more likely to collect customer data if they explain how the data will be used.
Make it easy for customers to share their data
Provide clear and easy-to-find opt-in forms and privacy policies.
Use data to improve the customer experience
Businesses are more likely to get customer data if they show customers that the data will be used to improve their experience.
Don’t collect more data than you need
Only collect the data that is necessary for your business goals.
Store and protect data securely
Always protect and store your data securely to prevent unauthorized access.
8848 has 20 years of experience in creating winning data strategies for clients. Just give me a shout if you need my opinion or support.
8848 Agency
8848 has a team of experts in a variety of communications disciplines including:
- Public relations
- Branding
- Event management
- Content marketing
- Digital marketing
- Email marketing
- Search engine optimisation (SEO)
- Social media marketing
- Web design and development
Why work with 8848?
So, what can 8848 offer you? We have 20 years of marketing communications experience and have worked with some of the largest brands in the world. We’ve also helped to guide emerging brands as they grow and expand.
We create captivating original content of every kind, seen and heard on every channel imaginable. We are a multi-award-winning creative design, public relations, and communications agency.