What is first-party data?
Data you collect yourself, directly from your own customers and visitors, without third parties involved.
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First-party data is the most valuable and privacy-proof form of data: email addresses, purchase history, website behaviour, CRM information. Now that third-party cookies are disappearing, first-party data is the foundation for effective personalisation.
For example…
Nike built its own data layer through membership: the Nike App, SNKRS, Nike Run Club and Nike Training Club together feed one profile per member, covering sizes, goals, training rhythm and spending. Around the record quarter with 300 million members, demand from members grew faster than the digital channel as a whole. The Off-White Dunk launch shows what this delivers in practice: 90% of the invitations went to members who had not managed to get hold of any earlier Off-White collaboration in the previous two years. Without your own data, that kind of selection is impossible.
Source: consumergoods.comRelated terms