Let's face it...consumers are getting smarter and they are tired of big tech companies being all up in their business. From third-party data, such as cookies going away (not sure what that is? I explained it in an IG reel here) to changing up email sender requirements, consumers only want the real deal marketing and not companies buying up their data. That's why collecting first-party data from your customers and using it to power your marketing has to start now.
What is First-Party Data?
First-Party data comes directly from a prospect or a pre-existing customer, which is why it is so valuable. The data comes from our Owned Marketing channels, such as a our website or email marketing list (hence why it's important to not only focus on social media - you don't own it). First-party data includes information like what someone purchased, what product page someone clicked on, or what link someone clicked on from an email. Unlike third-party data and customers not knowing how advertisers collected their data, first-party data provides a more intentional, effective, and ethical way to market to your customers.
How to Collect First-Party Data
I know it may seem scary but if you're already using eCommerce platforms like Shopify or email marketing providers such as Klaviyo, then those platforms are already collecting some of the basic first-party data for you. Both platforms give you an oversight on some of these metrics such as what products your customers purchased, the customer lifetime value, average order value, product pages they clicked on, when they made their first purchase, etc. However, you can also collect data from your customers by:
Customize your sign up forms to collect more information. For example, if you are selling baby products, ask the subscriber what age range is their child or if they are expecting, you can ask when is their expected due date and then deliver content based around this data.
Create Quizzes. This is a great way to help people find the right product. For instance, if you sell skincare products you may want them to take a quiz based on the issues they are facing so that you can recommend the best product to them.
Post-Purchase Surveys. Understanding why a customer purchased from you can help you tailor and send relevant content to potential customers. Also knowing where your customer came from can show you where you to focus at on marketing. Did they find you via another customer? Focus on offering referrals. Did they find you via TikTok? Spend more time marketing there.
When collecting this data, customers are more willing to give you this information if you are offering an equal value exchange, such as a personalized experience. So now the ball is in your court - you have to understand your customers, read the data, and use it intentionally in your marketing approach.
Are you still relying on third-party data for your marketing strategies or have you started collecting data directly from your customers to prioritize their experiences? Let us know in the comments.
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