Using First-Party Data for Practical Insights

The need for first-party data is increasing as the third-party cookie demise continues to limit the ability of brands and marketers to deliver personalized experiences. According to the State of Personalization Report, 62% of customers expect personalization. The report found that 78% of brands in Asia and Japan rely on third-party data for their marketing strategies.

Through support touchpoints, brands can prepare and move away from third-party data dependencies by capturing customer interactions and tuning into their consumer market’s directly-expressed needs, interests, and concerns.

Data collected from CRM benefits customer-facing departments in brands such as marketing, sales, and support. First-party data can help analyze, improve, and accelerate the outreach effort through informed decisions or identify opportunities for businesses

Understanding Customer Behavior

One of the most significant benefits of first-party data is the ability to understand customer behavior. By analyzing data collected from website visits, email open rates, and social media interactions, businesses can gain insights into what their customers are interested in, what products or services they are looking for, and what channels they prefer to use. This information can be used to tailor marketing campaigns, improve customer experience, and make data-driven decisions around product development.  


First-party data can be used to personalize the customer experience. By collecting data on the customers’ previous purchases, search history, and preferences, businesses can provide personalized recommendations and offers that are tailored to interests.

Targeted Marketing

First-party data can be used to create targeted marketing campaigns that are more likely to resonate with customers. By analyzing data on customer demographics, interests, and purchasing behavior, businesses can create highly targeted marketing campaigns that speak directly to their target audience.

Improving Customer Service

First-party data can be used to improve customer service. By analyzing data on customer interactions, businesses can identify common pain points or issues and take steps to address them. For example, if a business notices that customers are frequently calling customer service to ask about shipping times, it can proactively provide this information on its website to reduce the number of inquiries.

Data-Driven Decision-Making

Finally, first-party data can be used to inform data-driven decision-making. By analyzing data on customer behavior, product performance, and marketing effectiveness, businesses can make informed decisions around product development, marketing strategy, and sales tactics.

By leveraging this data, businesses can create personalized experiences, target marketing campaigns more effectively, and make informed decisions around product development and sales tactics.  

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