How brands can find and keep customers without third-party data
With third-party data diminished by GDPR, Apple, Google and issues of quality, some marketers want to live primarily on first-party data.
If you come back in the next world as a kind of data, try to avoid coming back as third-party data.
That’s because third-party data — collected in almost every way except a direct contact between a brand and its customers — is rapidly falling out of favor. It’s battling the new General Data Protection Regulation (GDPR), restrictions from Apple’s and Google’s browsers, and a general sense among brands that third-party data isn’t the highest quality.
As we head into what is apparently a new era for customer data, in fact, a common refrain among some data providers, particularly Customer Data Platforms (CDPs), is that first-party data — directly collected by a brand about its customers or visitors — is the kind that brands should focus on.
But can brands live on first-party data alone?