First-party data is the data a company collects first-hand from customers and leads through their normal browsing and shopping behavior on the company’s site.
First-party data includes:
It’s not data collected from browsers, social media tracking or purchased from third-party vendors that anonymize people and put them into ready segments. First-party data is what people do on your site, how they interact with your brand and only you have it, for free. No-one else has access to it or can use it for marketing purposes.
First--party data is not anonymous, you know exactly who did what (if you have an ecommerce CRM and analytics like Metrilo). And the best part is people know and consent to you using this info to communicate with them. It’s not like ads, which most people find intrusive, irrelevant or creepily informed.
First-party data gives you a competitive edge because it’s all about the interaction between people and your brand, and lets you guide and optimize the shopping experience from within.
Some of the things first-party data lets you do:
— CRM or a customer relationship management system is a data processing tool that tracks and makes customer data usable for outreach, engagement, and relationship building. A CRM enables ongoing connection with the customer, tracking their customer journey a
— Targeted emails are email campaigns created for and sent only to a specific customer segment. They contain a tailored offer for this group in an attempt to achieve maximum relevancy, engagement and conversions. With an ecommerce CRM and email automa
— Personalized marketing is an approach that uses data and custom insights to communicate more relevant offers and engage customers more effectively. It can be one-on-one but usually it is done for separate customer segments. Tailored emails, email automatio