First party data: stay in touch with your consumer
Posted: Wed Dec 11, 2024 8:13 am
Digital marketing is constantly evolving, so you have to keep up with the changes in order to design effective strategies. One of the most widely used trends to understand the consumer is First Party Data, which is part of digital marketing strategies.
In today's article, Mediapost wants to tell you how First Party Data helps you stay in touch with your consumer and the differences it has in relation to other Party Data.
What is First Party Data?
First Party Data is all the data that the company business owner database has obtained first-hand, that is, without consulting anyone else and only through its own sources. Data is collected through its website, interactions on social networks, email advertising campaigns, contact lists provided by customers (CRM), etc.
This is the most important data, as it allows you to know the consumer and, in the future, to be able to impact them again. This technique of using data to impact the customer again is called retargeting . By knowing the consumer, you can know their tastes, how they behave with your brand, what they don't like, etc.
By capturing data when the consumer performs actions on the web, social networks, etc., contact with the consumer can be maintained. In addition, by maintaining contact with the customer, engagement occurs , which is beneficial for both.
Differences with the second and third party
Although First Party Data is the most valuable and important, this does not mean that the other two are not of interest. Below, we will tell you what they consist of:
Definition of Second Party Data : refers to information obtained from another company. The exchange of information usually occurs in complementary companies that have previously reached an agreement where both parties win.
Definition of Third Party Data : This is data from third parties, i.e. data that is usually purchased from external providers. These providers are responsible for collecting audiences, cookies and IDs that they classify and then sell. The problem with this type of data is that the providers have probably sold it to the competition.
Advantages of First Party Data to know the consumer
First Party Data has a number of advantages that help you get to know your consumer better. Here are some of them:
Free : Since they are from the company, you do not have to pay to obtain the data.
Reliability : Since the company itself obtains it, it knows exactly where the data comes from, so you won't have any reliability issues when it's delivered to you by a third party.
High-quality data collection : obtaining exclusive information about customers, such as: user information (about gender, social media profiles, email, name, etc.) or information about user behavior (things the user likes, when they leave a website, etc.).
Segmenting customers based on their needs : By segmenting customers based on their tastes and needs, the company can know what consumers are looking for and what they expect from the company.
Content personalization : Generic ads are becoming less and less helpful as consumers do not want to receive advertising on topics that are not interesting to them.
In today's article, Mediapost wants to tell you how First Party Data helps you stay in touch with your consumer and the differences it has in relation to other Party Data.
What is First Party Data?
First Party Data is all the data that the company business owner database has obtained first-hand, that is, without consulting anyone else and only through its own sources. Data is collected through its website, interactions on social networks, email advertising campaigns, contact lists provided by customers (CRM), etc.
This is the most important data, as it allows you to know the consumer and, in the future, to be able to impact them again. This technique of using data to impact the customer again is called retargeting . By knowing the consumer, you can know their tastes, how they behave with your brand, what they don't like, etc.
By capturing data when the consumer performs actions on the web, social networks, etc., contact with the consumer can be maintained. In addition, by maintaining contact with the customer, engagement occurs , which is beneficial for both.
Differences with the second and third party
Although First Party Data is the most valuable and important, this does not mean that the other two are not of interest. Below, we will tell you what they consist of:
Definition of Second Party Data : refers to information obtained from another company. The exchange of information usually occurs in complementary companies that have previously reached an agreement where both parties win.
Definition of Third Party Data : This is data from third parties, i.e. data that is usually purchased from external providers. These providers are responsible for collecting audiences, cookies and IDs that they classify and then sell. The problem with this type of data is that the providers have probably sold it to the competition.
Advantages of First Party Data to know the consumer
First Party Data has a number of advantages that help you get to know your consumer better. Here are some of them:
Free : Since they are from the company, you do not have to pay to obtain the data.
Reliability : Since the company itself obtains it, it knows exactly where the data comes from, so you won't have any reliability issues when it's delivered to you by a third party.
High-quality data collection : obtaining exclusive information about customers, such as: user information (about gender, social media profiles, email, name, etc.) or information about user behavior (things the user likes, when they leave a website, etc.).
Segmenting customers based on their needs : By segmenting customers based on their tastes and needs, the company can know what consumers are looking for and what they expect from the company.
Content personalization : Generic ads are becoming less and less helpful as consumers do not want to receive advertising on topics that are not interesting to them.