The right use of first-party data can help brands deliver meaningful omni-channel experiences.
While first-party data in a cookie-less world can help improve ad targeting and personalise marketing, simply gathering more of it doesn't warrant success. Though brands can comply with privacy policies, first-party data can be used for much more than just bolstering digital advertising.
Companies can use first-party data to improve customer relationships, boost acquisitions and retention, innovate new customer experiences, and more. However, first-party data or any other solution like Google’s Topics API will not provide the same level of precision as third-party cookies, the article shares.
Rather than using first-party data for targeting, marketers should apply it to inform messaging. First-party data has limited applications in today's media targeting. Further, given that omnichannel marketing offers a customer-centric view, integrating first-party data into omnichannel can help marketers understand consumers better.
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[5 minute read]