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How To Build A First-Party Data Strategy

Charlotte Fish, SEO Manager at Seventy7.
Charlotte FishSEO Manager

With the phasing out of third-party data, it's becoming evermore important to capture information from first-party sources. Here's what we recommend to get you on the right track.

Define your objectives

Start by clearly defining what you hope to achieve with your first-party data. Objectives may include improving personalisation, enhancing customer service, driving loyalty, or increasing sales. Clear objectives will guide your data collection methods and how you use the data.

Audit Existing Data

Review the data you already collect. This may include data from web interactions, CRM systems, social media, mobile apps, and email engagements. Assess the quality, relevance, and completeness of this data. Determine gaps in your data that may need to be filled to meet your strategic objectives.

Enhance Data Collection Methods

Develop strategies to increase the volume and variety of first-party data you collect; optimising website and app data collection, leverage interactions, encouraging account creation and sign-ups etc.

Ensure Privacy Compliance

Ensure your data collection practices comply with relevant data protection regulations such as GDPR, CCPA, or others applicable to your region.

Integrate & Centralise Data

Consolidate from various sources into a centralised data management platform for easy data analysis.

Analyse & Segment Data

Utilise data analytics tools to uncover insights and segment your audience. Effective segmentation can enhance the targeting and personalisation of marketing campaigns.

Activate Data Across Channels

Use the insights and segments derived from your first-party data to personalise customer experiences across all touchpoints. This includes personalised marketing messages, tailored website experiences and customised product recommendations.

Measure, Test & Optimise

Continuously measure the effectiveness of your first-party data initiatives against your defined objectives. Use A/B testing to experiment with different strategies and optimise based on what works best.

Ongoing Engagement

Develop strategies to maintain and enhance customer relationships over time. This can include loyalty programs, regular newsletters, personalised offers and proactive customer service.

Still not sure? Get in touch and our digital marketing experts will help you plan and build your data bank.

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