Data is an essential part of a brand’s growth, which we’ve covered extensively on the podcast and throughout previous issues of Global Franchise magazine. With it becoming increasingly challenging to harness third-party data, however, franchises need to start looking inward. For example, more than 75 per cent of iOS users around the world have rejected app tracking since the release of Apple’s iOS 14.5.  

First-party data has historically been viewed as an expensive area to tread into, which has caused some smaller organizations to forgo this invaluable source of customer activity. With companies like LighthousePE now working alongside franchises big and small, however, the possibilities are beginning to broaden.  

But what is first-party data, and how can it be used for brand growth? To answer these questions and many more, we caught up with LighthousePE’s CEO, Andrew Steele. 

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