[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
First-party data is<\/span> collected directly by the company or brand from users<\/b> when they interact with it (for example, on its website, app, or other marketing channels).<\/span> <\/p>\n It is <\/span>an essential building block of customer knowledge.<\/b> and an indispensable tool for personalizing the buyer’s experience and making better business decisions. But how can you effectively collect first-party data? <\/span><\/p>\n In this article, we share <\/span>ideas for interactive and fun levers <\/b>that encourage consumers to share relevant information with brands.<\/span> <\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.25.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n First party data<\/span><\/span> are the information collected directly from one’s audience or customers. It’s about <\/span> data that the company collects during interactions with consumers<\/b>, whether they visit its website, engage with its social media posts, or make a purchase on its online store.<\/span> <\/p>\n This data is inherently <\/span>more reliable than information collected in a less direct manner.<\/b> (such as through a third-party site) since they come directly from the source. Throughout the customer journey, prospects or customers share personal information (such as their email address, location, age) as well as consumption preferences (budget, preferred purchasing channel, etc.). <\/span><\/p>\n This data then allows brands to design marketing campaigns and <\/span>personalized shopping experiences<\/b>, which are more likely to convert and retain customers.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.25.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The main advantage of first-party data over other types of data (such as third-party data) is its<\/span> reliability and level of accuracy.<\/b> Indeed, proprietary data is, as noted, shared directly and voluntarily by the brand’s target audience.<\/span> <\/p>\n As a result, collecting first-party data allows companies<\/span> to <\/b>refine their customer knowledge<\/b> while complying with current regulations on privacy and data protection (such as <\/span>the GDPR in Europe<\/span><\/span><\/span><\/a>).<\/span><\/p>\n A collaborative study <\/span><\/span><\/span><\/a>conducted by Google and Boston Consulting Group revealed that marketing campaigns leveraging first-party data can <\/span>increase revenue by a factor of 2.9.<\/b> while reducing costs by a factor of 1.5. Additionally, according to <\/span>a Convert study<\/span><\/span><\/span><\/a>, 92% of marketers consider proprietary data essential for their company’s growth.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.25.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Nowadays its more and <\/span>more complicated to collect first party data.<\/span><\/span><\/a><\/b> Indeed, consumers are more cautious about how their data is protected and used by companies. Additionally, governments and major technology giants have also <\/span>restricted access to<\/span><\/span><\/a> third-party data.<\/span> <\/p>\n Brands must therefore<\/span> find new ways to encourage their prospects <\/b>and customers to voluntarily share personal information.<\/span> Gamification<\/a><\/span><\/span><\/span> is a very effective collection lever as it makes the process more enjoyable and engaging, while also rewarding users.<\/span> <\/p>\n Indeed, studies show that <\/span>90% of consumers<\/span><\/span><\/span><\/a> willingly provide first-party data<\/b> when they perceive a fair exchange. Transparency is also crucial when it comes to capturing and using proprietary data, as it helps build user trust. <\/span><\/p>\n Here are 4<\/span> first-party data collection strategies <\/b>that rely on interactive marketing<\/span><\/span><\/a>.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||50px||false|false” global_colors_info=”{}”]<\/p>\n One very effective way to collect first-party data is simply to<\/span> ask your audience for their opinions through<\/b> a survey<\/a><\/span><\/span><\/b> or test their knowledge through<\/span> a quiz.<\/a><\/span><\/span><\/span>. Denmark’s largest bank, Danske Bank, for example, <\/span>shared a quiz on a complex topic<\/b> but central to its audience: how homeowners can obtain public subsidies to make their homes more energy-efficient. It created a quiz that not only allowed it to <\/span>educate its clients,<\/span> but also to collect targeted information about a specific segment (homeowners).<\/span> <\/p>\n Interactive surveys<\/span><\/span><\/span><\/a> also allow for <\/span>data collection to better segment your audience.<\/b> For example, a brand can gather customer preferences by asking its followers about their favorite product. Based on the results, it can target each segment with a series of clickable stories featuring only products in the chosen color or material. The collected data can also be used to personalize email campaigns or push notifications for its e-commerce app. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/08\/swiper-preference-produit.webp” alt=”first party data” title_text=”swiper-preference-produit” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”94%” custom_margin=”||50px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Consumers are more likely to share their data if they see a benefit in doing so. A good way to motivate them is to <\/span>offer them exclusive discounts <\/b>in exchange for information about their purchasing preferences, for example. The brand can then <\/span> run a 100% winning contest<\/span><\/span><\/a><\/span> through which participants receive e-coupons after filling out a form asking for their opinions on a topic.<\/span> <\/p>\n Companies can also maximize the acquisition of first-party data by using more strategically <\/span>their subscription or registration forms<\/b> (for example, to a newsletter). They can encourage website visitors to subscribe to a mailing list or create an account by highlighting the benefits they will receive (such as a discount voucher, early access to new features, etc.). <\/span><\/p>\n This not only establishes a direct connection with users but also allows for<\/span> the collection of essential information <\/b>to create tailored marketing strategies.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The development of a loyalty program<\/span><\/a><\/span><\/span> is an effective way to collect first-party data while fostering customer engagement. As users progress through the program, the brand can <\/span>gather valuable information on their preferences,<\/b> behaviors, and purchase histories.<\/span> <\/p>\n Starbucks is an excellent example of how a company can<\/span> capitalize on <\/b>its loyalty program<\/span><\/span><\/b><\/a> to collect proprietary data. Customers earn “stars” for each purchase, which they can then redeem for free food and drinks. <\/span><\/p>\n But to join this program, customers must register and provide personal information. As they make purchases, Starbucks <\/span>collects valuable first-party data,<\/b> such as their purchasing preferences. This data allows Starbucks to offer personalized promotions, thereby enhancing customer loyalty and retention. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Creating interactive content, which goes beyond traditional photo or video posts, also allows for the collection of first-party data. By <\/span> offering users dynamic and participatory experiences,<\/b> brands encourage them to share valuable information.<\/span> <\/p>\n MM’s, for example, capitalized on the popularity<\/b> of puzzles<\/a><\/span><\/b><\/span><\/span> by launching an interactive campaign on its social networks: <\/span>Eye Spy Pretzel<\/span><\/span><\/a> .<\/span> <\/p>\n This marketing game challenged users to find a pretzel hidden in a picture filled with MMs. To unlock it, participants were asked to fill in a simple form. <\/span><\/p>\n\n
What is First Party data ? <\/strong><\/h2>\n
<\/blockquote>\n
Why is first-party data important?<\/h2>\n
How to effectively collect first-party data ? <\/h2>\n
1. Collect first-party data with interactive surveys or quizzes<\/strong><\/h3>\n
\nL\u2019entreprise peut ainsi recueillir de pr\u00e9cieuses informations sur les pr\u00e9f\u00e9rences de ses prospects pour personnaliser ses futures campagnes. <\/span><\/p>\n2. Reward users to encourage them to share data <\/strong><\/h3>\n
3. Collect first-party data through your loyalty program<\/strong><\/h3>\n
4. Create and share interactive content<\/strong><\/h3>\n