Best approaches for a strong first-party data strategy


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Preparing for a first-party data strategy is crucial for brands in today’s evolving landscape of data privacy regulations and cookie deprecation. This article is going to discuss the importance of a first-party data strategy, the challenges brands face in preparing for it, and the steps they can take to be successful.

First-party data refers to the data that brands collect directly from their customers through their own channels, such as websites, apps, and loyalty programs. It is considered the most valuable and reliable type of data as it comes directly from the source and provides insights into customer behavior, preferences, and interactions.

The importance of a first-party data strategy cannot be overstated. With the deprecation of third-party cookies and increasing privacy regulations, brands can no longer rely on third-party data to target and personalize their marketing efforts. Building a robust first-party data strategy allows brands to have more control over their data, create personalized experiences for their customers, and ensure compliance with privacy regulations.

However, many brands are struggling to prepare for a true first-party data strategy. One of the main challenges they face is the lack of understanding and awareness of the changes happening in the industry. While marketers are aware of the cookie deprecation and privacy regulations, they may not fully grasp the implications and the urgency to adapt their data strategies.

Another challenge is the complexity of implementing a first-party data strategy. Brands need to invest in the right technology and infrastructure to collect, store, and analyze their first-party data effectively. They also need to ensure data quality, accuracy, and security to build trust with their customers and comply with privacy regulations.

Moreover, brands may face internal resistance or siloed data practices that hinder the adoption of a unified first-party data strategy. Departments within organizations may have their own data systems and processes, making it difficult to consolidate and integrate data across the organization.

To overcome these challenges and prepare for a successful first-party data strategy, brands can take several steps:

Educate and raise awareness

Brands need to educate their marketing and CX teams about the changes happening in the industry and the importance of a first-party data strategy. This includes providing training, resources, and industry updates to ensure everyone understands the implications and the need for action.

Assess current data practices

Brands should conduct a thorough assessment of their current data practices, systems, and processes. This includes identifying gaps, redundancies, and areas for improvement. It is essential to have a clear understanding of the current state to develop a roadmap for the future.

Invest in technology and infrastructure

Brands need to invest in the right technology and infrastructure to collect, store, and analyze first-party data effectively. This may involve implementing a customer data platform (CDP) or other data management solutions that enable data consolidation, integration, and activation.

Establish data governance and compliance

Brands should establish data governance policies and practices to ensure data quality, accuracy, security, and compliance with privacy regulations. This includes implementing data protection measures, obtaining proper consent, and providing transparency to customers about data usage.

Break down silos and foster collaboration

Brands need to break down internal silos and foster collaboration across departments to enable data sharing and integration. This may involve aligning goals, processes, and incentives to encourage cross-functional collaboration and data-driven decision-making.

Test and iterate

Building a first-party data strategy is an iterative process. Brands should continuously test, measure, and optimize their data practices to improve data quality, insights, and outcomes. This includes leveraging analytics and AI capabilities to derive actionable insights from data.

Preparing for a first-party data strategy is essential for brands to navigate the changing landscape of data privacy regulations and cookie deprecation. While there are challenges in implementing such a strategy, brands can overcome them by educating their teams, assessing current data practices, investing in technology, establishing data governance, breaking down silos, and continuously iterating their data practices. By doing so, brands can unlock the power of first-party data and create personalized, meaningful experiences for their customers.

Greg Kihlstrom
Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as an advisor and consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives. He has worked with some of the world’s top brands, including Adidas, Coca-Cola, FedEx, HP, Marriott, Nationwide, Victoria’s Secret, and Toyota.


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