First-Party Data: Your data, your rules
Take back the direction of your customer data with a structured first-party data strategy and Microsoft Customer Insights, so that despite strict privacy rules and disappearing cookies, you can still offer a safe, measurable and highly personal Customer Experience.
Fist-Party Data
First-party data is customer data collected with permission and owned by your company, the data controller. The use of first-party data is at the top of the calendar marketers, because other data sources (third-party data) are unsafe, inaccurate and unreliable or sometimes not available at all due to laws & regulations and browser restrictions.
Intouch365 helps organizations set up and optimize an effective first-party data strategy by smartly utilizing technologies such as Microsoft Dynamics 365 Customer Insights. At a time when third-party data is becoming less reliable and available, Intouch365 companies offer the tools to control their customer data. Through integrated solutions, organisations can collect customer data from any touchpoint service via websites, apps or direct customer contact services and manage these data safely and efficiently via server-side tracking. Moreover, Intouch365 supports the implementation of consent-based marketing, with transparency and consent being central.
Developments regarding First-Party Data
Important developments regarding first party dates are the following:
· First-party data as basis
Companies and institutions are gathering more and moreown customer informationvia websites, apps, loyalty programs and direct customer contact. This results in more control and less dependence on external data, but also means that the need to set up a hook for each interaction with the customer (i.e. with each “touchpoint’).
· Consolidated marketing
Consumers should explicitly authorise the use of their data. Transparency and clarityopt-inmechanisms become crucial.
· Server-side tracking
Instead of browser-based tracking companies switch toserver-side trackingto better manage first-party data and ensure privacy. With server-side tracking, there is a central storage in the cloud where all customer data is collected and from where it is forwarded to third-party tracking platforms. All kinds of information about how a customer behaves on your site is collected and forwarded in one stream.
· Contextual targeting
Besides displaying personalised advertisements based on cookies, there is also increasing attention to the placing of advertisements based on the analysis of the content and context of a website. Contextual targeting uses AI (artificial intelligence) to understand web pages. Unlike cookies, contextual targeting is not dependent on user data. It simply analyzes the content and context of the text on a page to show targeted advertisements.
Johan Cruijff
And of course, the wise words of the great football player Johan Cruijff also apply in the world of First-Party Data, which has its own advantage. Because collecting and analysing more customer data also creates more possibilities for personalization and enables customers to be better served. That is a great advantage, as is the fact that the use of third-party data is becoming less and less dependent on other parties. On the other hand, the major disadvantage is that it is becoming increasingly difficult to target new, not yet known customers. The creativity of many organisations is greatly called for.
New technologies such asCustomer Data Platforms(CDPs), organisations can help to make the best possible use of their marketing expressions despite privacy restrictions. Intouch365 is happy to help organizations determine their customer data strategy and consent based marketing and can help set up the supported marketing technologies.