It’s time to break up with third-party data
Customer-first Data™. Customer-first everything.
Things started off so well: Cookies helped make the web more personal. But then businesses started buying and selling customer data, everybody’s information got a lot less private, and all that behind-the-scenes tracking started to feel more like stalking. Now that regulations are cracking down on third-party data practices, it’s time to move on to a new era of owned marketing—before things get messy.
Something money can't buy
First-party data (or Customer-First Data™, as we like to call it) is information that you gather directly from your customers. The process isn’t so different from dating: You ask about their interests, get their number when it feels right, and earn their trust. There’s no need to settle for third-party data when you can learn so much through sign-up forms and the activity on your ecommerce store. And all the info you collect is yours.
How brands are adapting
How CROSSNET built a flexible brand to withstand consumer data privacy changes.
Latico Leathers combats data privacy changes with creative content.
You probably have some questions
Customer-first data™ is data that’s sourced directly from a prospect or customer. It includes both zero-party data (information that someone proactively gives to you, like their email address, phone number or birthday) or first-party data (information observed by a brand about someone on their owned properties, like what products they clicked on your website). All customer-first data™ can be used to create special and personalized communications with individual users.
A thing or two about a thing or two.
Entrepreneurs, business owners, marketing directors—we’ve partnered with the best and brightest to create the ultimate guide to ditching third-party data and going customer-first.