Top 7 Questions To Ask Your First-Party Data Provider: What Should I Do With My First-Party Data?
by Julia Giacoboni, Director of Product Marketing
The hardest part is done! Uncheck the boxes and nix the cookies—it's time to load these campaigns up with first-party data. Your data is ready & waiting, so let’s get moving.
Let’s Put This Data To Work!
You’ve switched up data sources and audiences, so setting up your targeting may take more time. Aside from that, there shouldn’t be any other major changes to your process of launching campaigns.
When approaching each of your ads, keep your new 1p audiences in mind. These ads are now utilizing targets that are more refined and future-proof, so your audience might be smaller and your ROI might not be instant. However, the quality of your results will begin to show through.
The Immersive Household Approach
We understand it is hard to stop doing things the old way. However, knowing for 100% that "Bob Smith" lives at “123 Main Street” really knocks all other bought lists or audience checkboxes out of the park. It’s better than an IP address or Mobile-ID. By having a physical address, you can expand that footprint beyond digital campaigning. You can target and market with anything from a display ad to a mail piece and refine the audiences and ads you’ve already been running.
Better yet—use it to absolutely immerse the entire household in your marketing message. A misconception is that first-party data limits us to focusing on JUST the people we already have access to. However, through additional efforts—for example, geofencing—you can expand to the entire household, all based off of that one contact you have in the first-party data file. This way, you’re re-creating that cookie-like effect and reach in a futureproof way, with legitimate data in a bigger, more refined campaign.
Closing the Shopper Loop
The accuracy, efficiency, and how first-party data performs vs. cookies will become evident—specifically in the results and reporting. The ability to measure back to a sale or back to a household, whether you’re an e-commerce customer or not, is impressive on its own.
Using the old ways of retargeting and cookie-filled audiences limited what our reporting could detail. If you wanted to drill down into specifics, it got a bit fuzzy. It was nearly impossible to find out who clicked on what and where exactly they were—and keeping tabs on them was non-existent. With first-party data being the main source, our campaigns now have the ability to track the ENTIRE shopper journey.
Once you’re not relying on the black box of cookies anymore, the ability to deep dive into the specifics about who engaged with your ads, how they got to your website, and if they transacted becomes a reality—all powered by first-party data. Your goal is to own that data and follow the audience through their entire shopper journey for a truly closed-loop view.
Cookies Are Going Away
For decades, cookies have been a go-to source for targeting when it comes to digital ad campaigns; however, they’re scheduled to be phased out by 2023. Without the availability of cookies, you’ll need supplemental data to reach new, current, and previous customers. First-party data is going to be critical to fueling your cookie-free campaigns.
You Need a Plan To Get Data
If you do not have a plan in place to get unique household cookie-less first-party data, you need one. Find a trustworthy, legitimate data partner who can guide you through this revolutionary change and flume to you the data you need.
Have a Purpose for the Data
When scoping out vendors, make sure you have a clear understanding of who the vendor is, where to access the data they are providing, and how you can utilize it for your marketing campaigns.
Make sure your vendors are focused on future-proofing their technology and have a privacy-first data partner. At FullThrottle, we partner with OneTrust LLC. Privacy is our top priority.
Embrace the Change
Be ready for it! Using first-party data offers clarity and transparency throughout the entire shopper journey. Once you cut out cookies, you’ll see a more fruitful ROI on your ad spend as well as refined reporting and a clearer path to purchase.
Once you’re ready to embrace the change, schedule your demo with FullThrottle!
To read more in this series, check them out here:
Top 7 Questions To Ask Your First-Party Data Provider
What Is The Impact of Losing Third-Party Cookies?
What Kind of Data Are You Providing Me?
How Much Work Is This Going To Be for Me?