Today's most successful e-commerce businesses understand the importance of personalizing their customer experience. Third-party data has traditionally been used as a primary driver for tailoring these experiences, but with sweeping changes such as blocking third-party cookies, evolving privacy laws, and changing consumer sentiment.
Companies must learn to rely on alternative data sources, such as first-party data, to keep up with the competition. First-party data is increasingly becoming essential in unlocking success within e-commerce businesses, particularly during economic downturns.
But how does this data differ from traditional third-party data? And what are the steps business owners can take to ensure their customer relationships flourish during challenging times?
First things first, let's define first-party data. This is data that companies collect on their own customers, either willingly through opt-in offers or passively during interactions with websites, online applications, or mobile apps. It can include simple customer profile information such as past purchasing behavior and trends. It can also encompass complex data points such as website navigation behavior or customer sentiment.
Compared to third-party data, which companies buy from market research firms and other data brokers, first-party data is unique because it captures more contextual information about the customer. This is important because it allows companies to understand their customers' motivations and preferences better.
It is a more direct source of insight regarding how consumers interact with your brand.
For example, understanding purchase preferences from first-party data help you identify and target the right customers. This leads to higher conversion rates and more profitable campaigns.
However, first-party data does have its drawbacks. It might be limited depending on how much you initially capture and the types of data you can track.
But if you're willing to go down the 'longer route' of manual extractions, then you can easily access rich data sets and gain meaningful insights.
Understanding and relating to customers is more important than ever during a recession. With the right data insights, businesses can adjust their marketing strategies to meet customers' needs better.
Other key advantages first-party data provides include:
Having high-quality intel on customer sentiment and behaviors at any given time enables businesses to create more relevant, personal experiences. This will help build customer trust and loyalty — two essential elements of a strong brand.
Without an adequate understanding of who the customer really is, companies risk wasting valuable time and resources on marketing campaigns that simply don't work.
This may risk alienating existing customers and driving away potential ones by communicating the wrong message.
According to Twilio, 81% of companies today still depend on third-party data. This dependency, however, can result in additional costs. This is due to logistical challenges such as inaccurate or user privacy law breaches (which have been particularly under scrutiny after GDPR came into effect)
With first-party data, businesses can collect and store customer data at lower costs. This makes it more cost-effective to gain insights into customer behavior and preferences.
There is no worry about potentially losing access or having inaccurately classified information within your database.
What makes first-party data invaluable is the ability to create highly targeted campaigns.
This means campaigns are being targeted to an audience who knows and ultimately trusts your brand and, more importantly, has demonstrated an interest in it. This can also be measured by looking at customer retention, repeat purchases, average spending, etc.
When planning out integrated campaigns, you can personalize your messaging, optimizing the content for each segment of customers.
What's worse than not having data? Not knowing how to make use of it. Getting started on collecting first-party data is no easy feat — it requires an understanding of both technology and marketing.
The first step is to identify the data sources you need and select the right tools forgathering them. You should also consider the data's quality and ensure it complies with current regulations.
Once your data sources are in place, it's time to set up the data pipeline and monitor performance. This will allow you to track customer journeys and identify potential data issues.
Here are some tips to get you started:
Investing in access technologies like APIs is key for managing large datasets since manual extractions may not be feasible or efficient at scale. Quick storage and deployment allow businesses to access data wherever it is stored easily.
Have you ever heard the phrase "data is power"? In order to keep this data safe, businesses should invest in security solutions and protocols. This will help ensure that customer data is not abused or stolen. Investing in measures such as firewalls and additional encryption tools can go a long way in preventing data breaches.
Now that you have the data pipeline set up and secured, it's time to expand. This means collecting more customer data from a wider range of sources and finding new ways to use this data. For instance, leveraging AI technologies can help you automate customer segmentation or personalization processes.
Plotting the growth trajectory of your data set is essential to understanding how business decisions will impact customer experience. You should also consider exploring additional analytical capabilities and ways to use the data to inform better decision-making.
Websites are constantly evolving, and businesses are increasingly dependent on data. First-party data is a valuable asset that can help inform and optimize customer journeys, allowing businesses to understand their target audience better and build relationships with customers.
When done correctly, this paves the way for experiences that are not only personalized but also explicitly tailored to individual needs — something that can't be easily accomplished with third-party data.