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Whether you reach customers through email, in-app, social media, or via remarketing, data is your ticket to ensure they stay engaged. And first-party data, which comes directly from the very customers you communicate with, can be particularly informative.

In marketing as in life, it’s all about the personal touch. You have to show your customers you know them and first-party data is the key you need. There is no better way to build emotional loyalty and keep customers coming back for more than to show them you listen. Customers who feel seen and understood will always be more likely to purchase.

In a previous post, we explored creative ways to collect first-party data. Today, let’s take a look at how you can do more with that data once you have it. Put your first-party data to work throughout your marketing program with:


This is the new normal for marketing — you need to create unique experiences for your customers. With first-party data, that doesn’t need to be overly complicated. Something as simple as personalized greetings in your email communications can work wonders. It may sound obvious, but you’d be surprised how many campaigns skip steps like this. From profile demographics to recent purchase data, first-party data offers a plethora of ways to get personal with your customers.


Batch and blast emails, which have long been the norm for many marketing efforts, are no longer good enough. Strong segmentation capabilities for every piece of your marketing program allow you to quickly drill down into the data to appropriately communication with your customers based on the data they’ve given you already. This is key to keeping messaging relevant and timely.

Targeted Campaigns 

With personalization tactics and segmentation strategies in place, targeted campaigns are the natural next step. Use your data to tailor campaigns to consumer personas. Whether it’s a birthday reward or a coupon based on a recent purchase (i.e., to boost frequency), first-party data is required to create campaigns that tie directly to your customers’ preferences and interactions with your business. Your customers have shared all their valuable data with you. Now, make it worth it, and let them know you’ve paid attention.

After-party data tip: Keep an eye out for ways to utilize zero-party data too. (Yes, there’s another party of data.) It includes details like profile preferences, social data, and other more granular, self-reported data that comes directly from your customers. Forrester highlighted it as a top trend for 2019.

First-party data is a hallmark of modern marketing and absolutely necessary to create customized experiences for your customers. It goes without saying that a marketing must-have is tech that can keep up with consumer expectations. To get your first-party data optimization started (or take it to the next level), contact Cheetah Digital here.

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