Capturing first-party data is becoming increasingly important for businesses with Apple’s iOS14.5 opt-out of app tracking feature and Google’s plan to remove third-party cookies in 2023. In fact, brands that use first-party data for key marketing functions achieved up to a 2.9X revenue uplift and a 1.5X increase in cost savings according to a survey from Google and the Boston Consulting Group. First-party data is collected directly from your audience or customers. Collecting this data is extremely helpful in creating a personalized experience for customers and allows for more data-driven marketing. The following are some strategies you can utilize to build a robust supply of first-party data.

  1. Targeted Advertising
    Targeted ads allow businesses to send users to their website, where additional information can be requested through actions on your site. These ads can also be structured as lead generation campaigns to collect first-party data through a lead form.
  2. User Registration
    Inviting a user to register on your website is a great way to collect first-party data. Some examples include a newsletter sign-up and user registration by creating an account to get a discount on your first order.
  3. Single Sign-On (SSO)
    SSO allows a user to sign in using their Facebook or Google accounts. SSO creates a simpler user experience and lets you collect data, such as their name, interests, and location.
  4. Adding Tracking Pixels to Your Site
    Adding this tracking to your website enables you to collect and analyze data such as the user’s activities on your site, the operating system utilized, and the time spent on your site. This information is valuable for offering a personalized web experience and helps improve digital ad targeting.
  5. Content Sharing
    Sharing valuable content through videos, articles, or images is a great way to engage your target audience and bolster your first-party data. When a user visits, you can collect additional data through the tracking pixels on your site.
  6. Surveys
    Run a survey in exchange for a discount or special offer to gain valuable first-party insights, whether that’s demographics, consumer sentiment, or awareness and interest.
  7. Customer Reviews
    Asking customers for reviews via email or your website is another effective way to collect first-party data. Reviews can be requested via email, website, or even with signs inside your location. Reviews can also offer insight into ways to improve your products/services and engage with your customers.

First-Party Data Matters

Continuing to focus on expanding your businesses’ first-party data allows you to have a more comprehensive understanding of your customer base while achieving your acquisition goals through improved measurement and targeting capabilities. With our digital marketing agency’s tracking and analytics capabilities, LSM can help you track the marketing data that matters. Contact us today to learn more!