Jessica is a Google Analytics certified Digital Video Analyst at WebFX. She has created over 100 videos for the WebFX YouTube channel (youtube.com/webfx) in the last two years. Jessica specializes in video marketing and also loves content marketing, SEO, social media marketing, and many other aspects of digital marketing. When she’s not creating videos, Jessica enjoys listening to music, reading, writing, and watching movies.
What is first-party data?
First-party data is data you collect directly from your audience as they interact with your website and marketing campaigns. This data comes directly from your audience — they provide it to you.
With data privacy laws continually getting tighter, third-party data is falling to the wayside. Now, it’s all about first-party data.
But wait, what is first-party data?
🎥 Video: What First-Party Data Is and How to Master It
On this page, we’ll tell you everything you need to know about it, including:
First-party data definition
Examples of first-party data
Third-party vs. first-party data: Which should you use?
Ways to collect this data
How to use your 1st-party data to power your marketing
FAQ
What is first-party data?
First-party data is data you collect directly from your audience as they interact with your website and marketing campaigns. This data comes directly from your audience — they provide it to you.
What are some examples of 1st-party data?
So if you aren’t familiar with what first-party data is, you might not know what we’re talking about! Here are some common examples of first-party data that companies, like yours, can collect:
Demographic information: Information like age, marital status, and education can be collected as first-party data.
Location: You can collect data on where individuals live. You can also collect data on where individuals work or where companies are located.
Website behaviors: You can collect data surrounding behavior on your website, like form submissions.
Purchase history: Track actions like products purchased, subscriptions, cross-sells & upsells, purchase value, and more.
Social media conversations: Your social media profiles can be a great place to collect data on what platforms customers use, where they interact with your business most, and more.
The great data debate: Third-party or first-party data?
When discussing first-party data, the most common thing you hear is, “But what about third-party data? Can I still use it?”
In short, yes. You can still use third-party data. There isn’t anything wrong with using it— the issue is more so that it’s becoming increasingly difficult to use.
With privacy regulations in effect, it’s harder for companies to gather this data. Essentially, it can make third-party cookies ineffective.
Expert insights from
Ryan MaakeLead Marketing Consultant at WebFX
“Third-party data has always been a reliable way for businesses to learn more about their customer base, fine-tune advertising campaigns, and maximize their overall marketing ROI. But as these third-party cookies get phased out, first-party data is more important than ever.”
That’s why it’s more valuable to rely on first-party data — it’s more accurate and reliable, with the added bonus of your audience providing it for you.
How to collect first-party data
Your 1P data comes directly from your audience’s interactions with your business. But how do you collect this data?
The easiest (and least time-consuming way) is to invest in a tool that collects and processes the data for you.
Google Analytics is often the go-to for collecting first-party data related to users’ interactions with your website. Google Analytics can help you understand user behavior, preferences, and engagement with your business.
Customer relationship management (CRM) platform can also be helpful for collecting and managing first-party data. If someone submits a form, for example, that information can be collected, sorted, and stored in your CRM.
If you don’t leverage a tool, you’ll need to log all this data manually in a spreadsheet.
💡Pro Tech Tip: If you want to make first-party data collection easier, MarketingCloudFX can help you collect first-party data across your marketing campaigns. Our client exclusive platform can then help you leverage that first-party data to power your marketing campaigns for a better return on investment (ROI).
Top 3 ways to use 1st-party data in your marketing
Okay, so you’ve collected first-party data. Now what do you do with it? The good news is, there’s a lot you can do with first-party information!
Here are a few ways to leverage your first-party data:
1. Create ideal customer profiles (ICPs)
One of the most valuable uses for 1st-party data is creating ideal customer profiles. ICPs represent the types of customers most likely to have an interest in your products or services.
While you may have an idea of whom to target with your marketing, leveraging your first-party data to create these profiles can help you refine your targeting. It can help you get more granular with who you target, so you can reach more qualified leads and boost sales.
So, take a look at your first-party data and see what commonalities you find across the board. Is there a certain age, occupation, or location that’s interested in your products or services? Identifying this information can help refine your ICPs to improve your targeting with your marketing.
2. Use the data to power your marketing campaigns
A valuable use for 1P data is using it to power your marketing campaigns. Many businesses make the mistake of solely using their first-party data for reporting purposes. The reality, though, is that you should be using that data to inform your marketing campaigns and make the appropriate changes.
Leverage your first-party data to power your marketing campaigns. If you run ads, for example, you can use this data to adjust your targeting and deliver more relevant ads to your audience.
💡Pro Tech Tip: The MarketingCloudFX suite includes a tool, AdTechFX, that can help you leverage your first-party data to power your advertising campaigns. You can create highly targeted advertising campaigns, retargeting campaigns, and more!
3. Create personalized content
There’s no denying it — today’s consumers don’t have time to waste on irrelevant offers. That’s why creating personalized content is crucial. And with first-party data, you can create content that’s better personalized to your audience.
For example, you can personalize recommendations based on first-party engagement data. If a certain group of people interact with a specific product, you can make recommendations based on that interaction.
Additionally, you can create personalized website experiences. Using a person’s name or the company’s name (if you’re targeting B2B) when someone visits a page on your website can make for a better experience and lead them to converting.
💡Pro Tech Tip: MarketingCloudFX makes it easy for you to personalize website content. You can display personalized content based on demographics, audiences, and interaction history to create a better experience for your audience. From custom headlines to unique images, MCFX has helped businesses like yours increase conversions by 11% through personalization!
FAQ on first-party data
Still have questions? We have answers! Browse our FAQ below.
First-party data offers tons of benefits, including:
The data is more accurate: When you collect the data directly yourself, there’s less room for error. That means your data is more accurate, so you can use it more effectively to power your marketing campaigns.
It’s easier to collect data: Third-party data is going to get more difficult to collect as privacy regulations continue to take over. First-party data is easier to collect because your audience offers it to you!
Deliver more tailored marketing experiences: Since your data is more accurate, and you own it, you can leverage it to deliver better marketing campaigns that resonate with your audience.
First-party data: Your collect this from your audience. They provide the information to you.
Second-party data: Data that another business collected as first-party data. If you own a nail salon, you might get a list of second-party data from a nail polish supplier’s email subscriber list to market your salon to those leads.
Third-party data: Third-party data is data collected by a third-party that doesn’t directly interact with visitors. It’s typically procured from external data brokers.
Basically, the biggest differences between these types of data is how it’s collected.
Zero-party data is data your customers share intentionally and proactively. Consumers will do this with the understanding that they’ll get a more personalized experience
Say, for example, you have a drop-down form on your website that asks people why they’re visiting. When they select an answer, your website adjusts and provides an experience that aligns with their interests.
MarketingCloudFX can make first-party data collection a breeze
What if you could have an all-in-one solution for collecting first-party data and leveraging that data in your campaigns?
With MarketingCloudFX, that dream is a reality. Our client-exclusive software can help you do everything from collecting first-party data to personalizing campaigns to using your data to create targeted ads.
Couple our MarketingCloudFX software with our award-winning digital marketing services, you get a revenue-driving powerhouse that sparks your company’s bottom-line growth.
If you want to leverage your first-party data, contact us online or call us today at 888-601-5359 to see how WebFX can help!
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Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.
First-party data offers tons of benefits, including:
The data is more accurate: When you collect the data directly yourself, there’s less room for error. That means your data is more accurate, so you can use it more effectively to power your marketing campaigns.
It’s easier to collect data: Third-party data is going to get more difficult to collect as privacy regulations continue to take over. First-party data is easier to collect because your audience offers it to you!
Deliver more tailored marketing experiences: Since your data is more accurate, and you own it, you can leverage it to deliver better marketing campaigns that resonate with your audience.
First-party data: Your collect this from your audience. They provide the information to you.
Second-party data: Data that another business collected as first-party data. If you own a nail salon, you might get a list of second-party data from a nail polish supplier’s email subscriber list to market your salon to those leads.
Third-party data: Third-party data is data collected by a third-party that doesn’t directly interact with visitors. It’s typically procured from external data brokers.
Basically, the biggest differences between these types of data is how it’s collected.
Zero-party data is data your customers share intentionally and proactively. Consumers will do this with the understanding that they’ll get a more personalized experience
Say, for example, you have a drop-down form on your website that asks people why they’re visiting. When they select an answer, your website adjusts and provides an experience that aligns with their interests.
Expert insights from
Ryan MaakeLead Marketing Consultant at WebFX
“Third-party data has always been a reliable way for businesses to learn more about their customer base, fine-tune advertising campaigns, and maximize their overall marketing ROI. But as these third-party cookies get phased out, first-party data is more important than ever.”
Jessica is a Google Analytics certified Digital Video Analyst at WebFX. She has created over 100 videos for the WebFX YouTube channel (youtube.com/webfx) in the last two years. Jessica specializes in video marketing and also loves content marketing, SEO, social media marketing, and many other aspects of digital marketing. When she’s not creating videos, Jessica enjoys listening to music, reading, writing, and watching movies.
