What is first-party data and why is it essential in marketing?
First-party data includes information collected directly by a company from its customers through its own channels (website, CRM, stores).
What is first-party data?
First-party data refers to data collected directly by a company from its own customers or visitors, via its digital channels (website, mobile app, CRM) or physical channels (stores, events). This information, such as purchasing behavior, preferences, or interactions, is valuable because it is exclusive, reliable, and compliant with data protection regulations.
In marketing and e-commerce, first-party data is essential for personalizing customer experiences, refining targeting strategies, and optimizing campaigns. For example, a brand can use this data to recommend relevant products or tailor its messages based on purchase histories.
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