If you’re looking to collect valuable and reliable data, or are curious to find out more about first party data, then you’ve come to the right place. Find out how it can be useful to businesses and its crucial role in the world of modern marketing.
What is first-party data?
This data is collected from customers whenever they interact with a brand. By buying products or signing up to a loyalty program, for example. This information can be used to improve the customer experience on the merchant site or to send personalised offers to a database. It may include information such as name, age, telephone number or e-mail address.
Considered to be the most reliable source, the collection of first-party data is a highly prized objective for marketing teams.
Description of the data collection process
Collecting data, although systematic in marketing, is not trivial. We’re talking about sensitive information, but it’s also a commercial issue for companies.
The first step is to identify what the company needs. This could be information about the location of their prospects and customers, or their age.
Once the needs have been identified, the format for collecting the information needs to be chosen. This can be a form or a survey.
First party data in digital marketing
Data collection strategies have become commonplace for marketers. Indeed, the digital sector has grown considerably in recent years, and some abuses have been reported.
Respect for privacy is a subject that is affecting more and more users. Users are increasingly demanding about how their data is used, which explains the recent restriction on third-party cookies on various browsers. Google has announced the end of these cookies in the face of growing mistrust on the part of Internet users. It is therefore urgent for marketers to find new solutions that are more respectful of both data confidentiality and the environment.
This is why it is a real asset for marketers.
A valuable source of data
First-party data is a collection strategy that is now very popular in digital marketing. Why ? Simply because information submitted voluntarily is qualifying data.
Thanks to customisable forms, it is possible to collect the data that brands need. Whether it’s to generate leads or to get to know your customer base better, it is a valuable source of information. Collected transparently, it contains valuable and reliable information.
The role of first-party data
A stronger relationship with the customer
Getting to know your customers is the key to forging closer links and building loyalty. Offering personalised content or offers is what today’s users expect.
Participating in campaigns and voluntarily filling in information on a form provides a transparent data collection solution.
A more effective way of prospecting
Collecting first-party data enables companies to better understand their customers’ needs and preferences. However, this strategy can also identify the prospects most likely to become customers of the brand. Based on online behaviour and purchase history, companies can create target audiences for subsequent conversion. Offering personalised offers and getting prospects to spend time with the brand can make all the difference.
Better control of customer relations
First-party data collection has the advantage of being both reliable and transparent. Thanks to this strategy, companies can capture their customers’ intentions as well as any relevant information. This makes it possible to propose personalised content or offers and respond to potential customer needs. It’s an ideal way of improving the relationship between the company and its customers.
The different uses of first-party data
This is a powerful tool for companies and brands to better understand and target their customers. It can be collected from a wide range of sources, including websites, mobile applications and social networks. It is a source of data that companies can collect, analyse and exploit. This makes it easier for them to improve their products or services, their advertising campaigns and their marketing strategy. The Swiss army knife of data can be adapted to any situation!
First party data, very useful for your marketing team
It has become an indispensable tool for marketing teams. Data collection helps marketers to better understand customer journeys, discover the most effective communication channels and identify weak points in the customer experience. This enables marketing teams to implement more effective and profitable campaigns, while improving the overall customer experience.
This strategy is also effective for identifying market trends and preparing future collections or campaigns.
Analysing customer behaviour
By collecting information voluntarily provided by users, it is possible to create detailed customer profiles for analysing purchasing behaviour. First party data includes information on past purchases, shopping baskets created on the merchant site and comments left on the site.
Through the use of this data, a conversation takes place between the company and its customers. Customers talk to you, and if they are listened to, you can build loyalty and ensure that your marketing actions are effective.
Easier to improve conversion rates
Improving conversion rates is a real challenge for businesses. By using first-party data, you can distribute targeted offers to trigger purchases. Thanks to the valuable information collected upstream, you can respond to customers’ real needs.
Conclusion
In conclusion, gearing your strategy towards the collection of first-party data allows you to develop an ethical and more transparent approach. It is essential to listen to users’ concerns, while taking into account the changes on the horizon in terms of digital marketing.
This will enable companies to strengthen customer relations by learning about their preferences and purchasing intentions. What’s more, personalising offers and improving the customer experience will only improve the conversion rate!
