First party data is information that is collected about a user via a company where a user is directly an audience or a customer. The company owns the digital marketing data sources such as websites, mobile apps, CRM, social media etc.
First party data is used to identify consumer preferences, including:
First party data is considered more valuable because of the quality of the data, the trust and relationship you have built with the user.
Data is important for a business to make better decisions, better marketing, utilise personalised ads and services to increase the chance of a conversion.
There are reasons why first party data is more important in the future:
The normal ways of collecting first party data includes Google Analytics, mobile apps, social media, customer surveys, support tickets and messages, customer service emails, SMS, CRM and point of purchase interactions. You can also collect additional data such as user interactions, gather and manage all first party data with a first party Data Management Platform (DMP) like UniSignIn data platform.