First-Party Data is one of the trends benefiting the most from the Cookie Apocalypse and the banning of Third-Party Cookies.
According to eMarketer, 85% of U.S. marketers and 75% of Western European respondents said that increasing the use of First-Party Data is a high priority. For marketers, this is a truly valuable source of user data.
Frankly, we at Discoverfy also believe that First-Party Data solutions will take center stage over the next few years.
Let’s go there!
What is First-Party data?
First-Party Data is the data that we can extract from our traffic sources, whether it is our website, app, social networks, online advertising, CRM, etc.
The important detail is that it has to be our traffic sources. As we will see later, this is a very important point, especially if we take into account the Cookie Apocalypse.
The data obtained is the most valuable you can get, almost on par with Zero-Party Data. And much more valuable than the data obtained with Second and Third-Party Data, which we will talk about later.
Well, with the latter you get information delivered by a third party, so you have to trust their reliability. Whereas with First, the data is yours and you know exactly when it was obtained (home page, product page, etc.).
It’s not only cookie data but also user ID data or many other types of data. Some examples of data you can collect, among many others, are:
- Behavioral: Collect how users interact through website tags (clicks, visits, purchases, etc.).
- Subscription: Analyze who subscribes to your content to better understand the type of people.
- From social networks: Analyze who follows you on social networks by observing how people interact with your posts (likes, shares, and comments). You can also evaluate your audience’s social profiles to better understand your audience’s interests, behaviors, and preferences.
- Cross-platform: Analyze behavioral data when users move from one platform to another (e.g. native app, mobile site, and mobile website).
Benefits of using it
This data provides detailed information about your users and is generally used at the advertising level for retargeting.
For example, it has surely happened to you that while browsing Amazon, Booking, or any retailer, you start to see ads everywhere for products similar to the ones you have visited.
In addition, knowing this user information allows you to make much more precise segmentation. This way, you can optimize all your marketing and advertising campaigns.
Also, another of the most important points is that you are the owner of all the information obtained.
With the entry of the GDPR, General Data Protection Regulation, it’s essential to have the users’ consent in order. If we as a company have ownership of that information, everything will be much easier to manage.
Although there’s a difference between First and Third-Party Data, this does not mean that they are incompatible with each other. By means of the information obtained with First-Party Data, you can recreate a certain type of user, and impact with Third-Party many users of the same type who have not previously visited your web page.
Conclusions
- First-Party Data is the data that we can extract from our traffic sources.
- The data obtained by First is more valuable than those obtained by Second and Third-Party Data.
- In addition, you gather the data collection in accordance with the GDPR.
- First-Party Data allows precise segmentation to optimize marketing campaigns.
That’s all for today!
Thank you very much for reading us as always.
See you in the next post 🙂
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