Consumers increasingly value privacy and personalised treatment, making it necessary for companies and brands to take control of their own first-party data. Rather than relying on external sources such as third-party cookies, companies need to focus on the data they collect directly through user interactions. First-party data provides a valuable basis for creating personalised experiences and improving the effectiveness of future marketing strategies.

The true value of first-party data

First-party data is extremely valuable for brands, providing direct insights into user behaviour. This data comes from users’ interactions with websites, mobile apps, emails, ads and other digital media. Based on actual user actions, this data is far more accurate and relevant than third-party data, which is often outdated or indirect.

As users are increasingly aware of their privacy and selective about which brands to trust with their data, first-party data is an opportunity for companies to reinforce their customers’ trust and loyalty. Companies that transparently process and use data in line with legal requirements and their customers’ wishes are well on their way to fostering long-term relationships.

How to make the best use of first-party data?

To unlock the full potential of first-party data, companies need to set a comprehensive strategy that leverages modern marketing tools, advanced segmentation and personalised advertising campaigns.

Here are the five key steps brands can take to effectively use first-party data for effective marketing strategies:

1. Creating interdisciplinary teams

Managing first-party data requires close collaboration between marketing, data and technology teams, as well as with legal and regulatory experts. Data collection is only the first step – data needs to be both properly collected and effectively processed and used to achieve marketing objectives. It is crucial that marketers have the right insights and tools to adapt strategies effectively and better understand and meet customer needs.

2. Capture and interpret data on user behaviour

First-party data on website visitor behaviour, such as clicks, pages viewed, products added to the basket or ads served, is highly valuable for creating dynamic and personalised content. Using this behavioural data, brands can deliver relevant messages at the right time, improving communication and information relevance for users.

This data allows companies to better understand and more effectively reach their target audience. For example, companies can track users who abandon their cart before making a purchase and follow up with a tailored offer or personalised advertising message to encourage them to complete their purchase.

3. Using segmentation techniques for more precise targeting

Segmenting users based on first-party data allows for more precise targeting of advertising messages. Using advanced segmentation techniques, advertisers can divide their audience into smaller groups based on their interests, behaviour or past interactions. This micro-segmentation is now becoming increasingly important in designing digital advertising strategies, helping to eliminate errors in media planning.

By focusing on specific segment needs, companies can design highly targeted campaigns. At iPROM, we are experts in data-driven advertising strategies and segmentation using data is the first step in creating them.

4. Using advanced technology to ensure more effective advertising strategies

With first-party data management technology, brands can create more accurate advertising campaigns based on real data and users’ current needs.
The key to success in using first-party data is to use the right technology to centralise the data and use it quickly in real time. We therefore advise companies to use platforms (such as iPROM Private DMP) that allow the management of user data across all channels – from websites, mobile apps, emails to other digital interactions through ads.

By centralising this data, companies can gain a comprehensive view of their customers’ behaviour and use it to create more tailored and effective strategies for both customer retention and customer acquisition, combined with the use of third-party data. And with advanced behavioural data analysis tools like Adobe, it is even possible to anticipate future customer needs and offer them the right products or services at the right time.

5. Ensuring the highest standards of privacy and data protection

Privacy is undoubtedly becoming increasingly important in the age of the ubiquitous, digital individual, and as a consequence, protecting companies’ data and safeguarding the privacy of their customers is a baseline standard. Users increasingly expect transparency in how their data is used and want to be in control of what information is shared.

Managing data in compliance with legal requirements is not only a legal obligation but also an opportunity for brands to demonstrate they prioritise customer care – both through personalised messages and robust data protection. Companies that invest in data protection and clearly communicate their data collection and processing practices through ‘consent management’ build customer trust, fostering greater customer loyalty.

First-party data is essential for success in modern digital marketing. It allows for a deeper understanding of customer needs, greater personalisation of marketing campaigns and precise targeting of advertising campaigns in compliance with strict data protection regulations. Businesses that successfully leverage first-party data can create more targeted and impactful marketing and advertising campaigns, while building stronger, long-term customer relationships. In recent years, iPROM has been focusing intensively on data-driven approaches based on first-party data, and with technology such as iPROM Private DMP, we empower companies to gain greater control over their data.