What is first-party data?
First-party data is information collected directly by website publishers about their site visitors or customers and is stored in a customer-relationship-management (CRM) database. First-party data typically includes personal information like names, addresses and phone numbers. It can also include site-interaction data, which is highly informative when it comes to tracking product and services purchases or purchase intent, and is a key component of audience targeting for any marketing strategy. While retargeting strategies are often very effective, building and leveraging first-party data has many additional use cases. Coegi helps agencies and brands create customized strategies for capturing, onboarding and leveraging first-party data for more effective one-to-one communication with audiences.
Building your first-party database
Coegi develops a customized a pixel strategy for each client to build or grow their first-party database. Generally, a pixel is placed on a website’s home page to collect information about site visitors, and conversion pixels can be placed on other pages or site buttons that indicate increased interest or intent. Usually this will be a lead capture form, checkout button or a page view of a specific webpage that assists the advertising end goal.
Coegi’s partnership with LiveRamp enables companies to onboard first-party data and make it available to use in programmatic and social platforms. Part of the data onboarding process is anonymizing personally identifiable information (PII) to protect consumer privacy. Another key step involves matching offline data to online devices, such as a desktop browser cookie or mobile device ID and social media profiles1. Agencies, publishers, and brands partnering with Coegi can access the full capabilities of LiveRamp data onboarding and activation services at a cost commensurate with the volume of client units available to them. After uploading first-party data, like a CRM list, your data can then be leveraged to create audience models and a retargeting strategy.
Leveraging First-Party Data
Collecting first-party data on who has interacted with your ads or visited your site allows you to implement a retargeting strategy. Generally, retargeting provides the best performance. These users are aware of your product or service and are likely in-market for purchase.
Additionally, onboarded data can be modeled and segmented within platform DMPs to create unique audiences for prospecting campaigns. Audience segmentation allows you to segment out various groups for a more personalized experience, rather than serving a generic ad to an entire prospecting list2. Furthermore, look-a-like audiences can be constructed as a way to reach new people who are likely to be interested in your business because they exhibit similar online behavior to your existing customers.
More Than Just Retargeting
As marketing becomes a more complex one-to-one communication process, advertisers need to reconsider how the process of onboarding first-party data is incorporated into their campaigns1. While retargeting strategies will remain a key component of digital marketing, never underestimate the power of audience segmentation and personalization when it comes to reaching your audience.
Author: Grace Schiffman, Associate Client Strategist