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First Party Data: What It Means?

October 13, 2023

Data is king and is the lifeblood of today's marketing strategies.

Yet the latest regulations on customer data protection have shaken up the panorama of data collection. At the same time, Google is gradually starting to delete cookies. Updates to iOS are also hampering retargeting by Facebook and Instagram.

Companies now have just one question on their minds: how to continue collecting data in a cookie-free world?

Is it the end of the world? No. With the inevitable death of third-party cookies, there has never been a better time to refocus marketing strategies on collecting first-party data.

Indeed, as more and more brands turn to new sales channels,first party data is more important than ever. First party data is the centrepiece for creating better customer relationships at a reasonable price. We explain why.

Understanding First Party Data

First party data: definition

First party data is the customer data that you collect directly from your consumers. There is no intermediary between them and your brand. As the information comes directly from your customers, this database is a real goldmine for your marketing teams because of its veracity.

First party data includes demographic information such as age, gender and location, as well as behavioural information such as purchases made and pages visited.

First party data vs. second & third party data

Second party data is the data you collect from your third party partners. Although relevant, this data is often expensive to include in your marketing strategies.

Third party data is data obtained from data aggregators. These aggregators do not collect the data directly, but obtain it from other companies. This data is generally less reliable and still expensive.

The emergence of zero party data

Zero party data is a form of first party data. Coined by Forrester Research, this is data shared voluntarily and proactively by the customer with the aim of being recognised by the brand.

This consumer information is the most valuable information you can obtain. As it is freely communicated by the customer, you have the right to use it to personalise your offers, your content and your customer experience.

Different type of data
Different types of data

Advantages of using First Party Data

The main advantages of collecting and using first-party data are their high accuracy and reliability. Collected with the consent of your users, they ensure you comply with personal data protection regulations.

Marketing is based on understanding customers' needs and preferences. Data therefore plays a key role in collecting information about customers, their purchasing behaviours, their preferences and their reactions to marketing campaigns.

Reduced dependence on second and third-party data

If you're an omnichannel brand that makes high volumes of sales on marketplaces like Amazon or via your distributors, chances are you don't know who actually bought your product today.

They hold your users' data, and buying them out costs you a lot of money - too much. Collecting your data then becomes a nightmare for your marketing teams. Collecting an email address, a telephone number and placing a retargeting pixel are chimerical strategies, always falling short of expected performance.

Brands that focus on the customer experience and own their customer data score 53% higher than the industry average.

Compliance with regulations such as the RGPD

What's more, with the protection of privacy now a priority, the retargeting policies of various marketing channels are bound to change.

The number of regulations onthe collection, storage and use of customer data is only increasing. Under the RGPD in the European Union or the CCPA in the United States, companies are obliged to collect customer data appropriately and transparently.

First-party data helps to strengthen customer trust through respect for confidentiality. Your users know by whom and why their personal data is collected.

Greater control over the quality and use of data

With first party data, you have absolute control over how information is collected, stored and used. As a result, you establish a relationship of trust with your customers, which can translate into increased loyalty.

First party data collection

Collecting personal information from your various audiences enables you to understand the preferences and behaviour of your customers and future users. Here are a few examples of how you can collect this valuable data.

NB: the more personalised, useful and interactive your user experiences, the more likely your consumers will be to share their data.

In practical terms, there are various ways of collecting customer data:

  • Your social networks
  • Customer surveys
  • Online forms
  • Use of your applications or other websites
  • Newsletter subscriptions
  • Interaction with customer service
  • Online reviews and comments

At Pimster, we collect the most interesting data at the peak of the customer experience, at the "Aha moment". This is the moment when the user is most inclined to share their data, because they perceive real added value in doing so.

The first commitment is made after the step-by-step handover by stories of the productt. In exchange for a user promise (promo code, product test, extended warranty...), the customer is asked to leave personal data that you collect in our database.

There are a number of moments in the customer journey that are conducive to information gathering and user engagement.

This data provides valuable information to segment your customer base, personalise your communications and target your offers more effectively.

First-party data use cases for your brand

First-party data has many advantages for a consumer brand. It enables you to respond proactively to your customers' expectations.

  • Improving product and sales strategy
  • Remarketing (email, SMS, retargeting ads)
  • Personalisation (name, buying behaviour)
  • Creating a better customer experience
  • Reduce acquisition costs
  • Improved customer engagement

Data-driven personalisation of the Customer Experience

In addition, CRM data is also used to improve customer service. Companies can track customer interactions with their customer service, analyse recurring issues, identify areas for improvement and implement solutions to deliver an exceptional customer experience.

In the case of a bicycle manufacturer, for example, you can analyse First Party data to determine the travel habits of each customer. When a customer is considering upgrading, the company can provide specific information on models compatible with their riding style and accessories adapted to their riding.

In the case of a washing machine manufacturer, First Party data can be used to identify the frequency of use of the machine and the cycles used in order to send reminders for regular maintenance of the machine or tips for optimising the use of these cycles.

91% of consumers are more likely to continue buying from a brand if it recognises them and offers them personalised offers and recommendations.

Optimising marketing strategies

First-party data enables you to enrich your marketing strategies. Using data allows you to optimise your look-a-like and retargeting campaigns at a reduced price thanks to leu pertinence.

By segmenting your campaigns according to personal informationsuch as age, gender or location, combined with usage and behaviour data, your ROIs can be multiplied by 4.

For example, using first-party data, a skincare company can identify customers who have purchased products for a skin type. You can then target your marketing campaignson products in the same range andpredict the potential repurchase of products after 3 months.

By sending the right message at the right time on the right communication channel, you increase the relevance of your communications, leading to higher user engagement.

An electric scooter company can use first-party data to identify the geographical areas most frequented by each user. As a result, it can focus its marketing efforts on these areas, offering special offersfor frequent rides and offering community rides in these bustling regions.

According to a Google survey, 91% of marketers believe that using first party data to continuously understand customer preferences is a key factor in driving growth.

Integration of data in CRM and CDP for a complete view of the customer

The use of First Party data is not limited to personalising customer experiences. It unifies all your pre- and post-purchase marketing strategies.

For a 360° view of your customers, you can integrate the data collected from your CDP (Customer Data Platform) into your CRM.

Thanks to our APIs, data on the use of your products and your customers' personal information can be fed directly into your CRMs with high added-value information.

By integrating First Party data into systems such as CRM and CDP, you ensure that every interaction with your customers is consistent and relevant. This means that emails, online advertising, special offers and even in-store interactions are based on a deep understanding of each customer.

This boosts engagement,increases conversion rates and strengthens the relationship of trustbetween your business and your customers.

With a simple QR Code on your products, you can open the door to first-party data.

With consumer products, the conversion rate can reach 30%with some of our customers. That's around 10 times more than the average opt-in email sign-up. On the durable goods side, engagement is even stronger, with a rate of 50 to 60%.

By analysing first-party data, you can :

  • Offer a highly personalised customer journey throughout the product life cycle,
  • Target your marketing campaigns based on past behaviour
  • Create relevant and engaging content.

Pimster offers companies the possibility of collecting and centralising your data in a single CDP. This allows you to build accurate profiles of your users and better understand the value of each customer.

In conclusion, integrating First Party data into yourcustomer management and data systems allows you to align your marketing efforts on a solid and consistent database.

This ensures that every interaction is relevant, personalised and aligned with customer preferences and behaviours, enhancing the effectiveness of your overall marketing strategies.

Unlock your first-party data to get closer to your customers now!