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—before things get messy.
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.
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.
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.