First Party Data

With the passing of time, First-Party Data has acquired more and more importance, becoming fundamental in many fields of application.

The choices of the Web giants in view of “Cookie-Less” and the progressive abandonment of the use of third-party cookies, the respect of users’ consent and their privacy are pushing companies of all sectors (Publishing, Retail and e-commerce, FMCG, …) to organize themselves in the collection, organization and activation of first-party data for a wide range of needs.

Just think of marketing activities or decision-making processes increasingly driven by data, to understand how important and strategic they are.

As part of the Privacy Sandbox initiative, and in the name of respecting users, Google has declared that it wants to follow a cookie-less policy, which is why it has announced that Chrome will no longer support third-party cookies as of 2022. Google’s choice goes in the same direction as what Apple has already done with Safari, while Mozilla’s Firefox and Microsoft’s Edge already allow users to block third-party cookies.

In this scenario, the loss of third-party cookies represents an epoch-making change for many industries that have always based their business on the collection and use of this data.

According to recent research by the Internet Media Observatory of the School of Management of the Politecnico di Milano, the abandonment of third-party data will have important repercussions on the media and advertising industry, which in 2020 saw programmatic advertising grow by 6% compared to the previous year, reaching a volume of €588 million.

Publishers are also particularly affected by the elimination of third-party cookies, given the inevitable decline in advertising revenue if not replaced promptly with first-party data.

First-party data are collected directly by the company and are its exclusive property. They are considered very valuable because they allow you to gain greater insight into your customers, are in line with privacy regulations and, most importantly, are not obtained from external parties whose reliability and quality of the data produced is unknown.

This information can be collected using a variety of online and offline channels such as websites, social media, apps, crm, surveys and anything else that might represent a touch-point with your customer, such as a store.

Collecting First-Party Data is not enough, it needs to be interpreted and activated for very specific purposes.

The accuracy and relevance of First-Party Dataallow companies to personalize marketing actions, predict audience behavior, or know in advance which customers will proceed to purchase and which are likely to be lost.

Through the use of algorithms and machine learning techniques, very precise clusters can be defined where to place users based on the information collected.

This allows companies to implement a series of highly effective actions, achieving improved performance and increased ROI.

Each customer, in fact, is generally represented by multiple individual and anonymous profiles while interacting with a company on different online and offline channels. By merging these profiles into a single view of the customer, you can understand their preferences and implement personalized marketing activities accordingly.

First-party data are also crucial for publishers: with information about their users, publishers can showcase personalized content, monetize their sites, and offer paid plans to readers.

To do so, it is necessary to use platforms designed specifically for these purposes, such as DataLysm or DataLit.

Starting Point

Digital Property Tracking Strategy

Identify dimensions and metrics to understand your business

Data Visualization

Create dashboards to observe the performance of my business KPIs

Connecting with CRM

Connecting navigation information to the information available in CRM

Actions

Personalized emails

Use first party data to personalize emails and increase user return and email open rates

Integrate with email data

Integrate email data (opens, clicks, receives, etc.) into first party data

Personalization of user experience

Based on previous navigation recommend content to increase time online

Connect with ADV/SEO data

Import data from adv platforms (Google Ads, Facebook ads, etc.) and data from Search Console

Search data and content

Use search intent information to improve content

Propensity prediction

Develop propensity models to identify users interested in subscribing, users at risk of churn, LTV, etc.

Synchronization with advertising platforms

Synchronize first-party data with advertising infrastructure for the purpose of acquisition, awareness, consideration actions and/or monetizing the user in private deals, pmp, reservation