Last week, we talked about how 3rd party data sources will affect the accuracy of your website analytics and the limitations that we are beginning to see as a result of new regulations. Sometimes, it feels as if we are taking 10 steps backward in our targeting capabilities, audience insights, and campaign performance.   

The answer to your marketing teams’ woes – your own first-party data!  

• Where does first-party data come from websites, customer feedback, surveys, your own CRM, social media.  

• First-party data is the most reliable data because you are the one collecting it. This is also the least expensive data you can find.  

• First-party data also can create trust in your customers.  

• Operating on first-party data helps you comply with global data protection laws. First, first-party data stays in the hands of those who collect it, and that gives more control and transparency over what happens with that data.  

• First-party data enables targeting content recommendations and advertising messages at a more granular level. Think “recommended products” from Amazon or songs from Spotify.  

If you have not already started, start implementing systems that will allow you to gather key data points on your customers and prospects. It can start simple enough with name, business, address, and email.   

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