First Party Data

What is First Party Data?

First Party Data refers to all the data you collect directly from your customers and prospects, with their explicit consent. This data belongs to you and is stored in your own systems.

Unlike third-party data purchased from data brokers, first party data comes from your direct interactions: purchases, website navigation, registrations, customer reviews, survey responses, customer service interactions.

Types of First Party Data

First party data falls into several categories:

Declarative Data

Information voluntarily provided by the customer: name, email, preferences, interests, survey responses, reviews and feedback.

Behavioral Data

Actions observed on your channels: purchase history, pages visited, products viewed, email open rates, customer service interactions.

Transactional Data

Purchase-related information: amounts, frequency, product categories, payment methods, purchase channels.

Zero Party Data

A specific subcategory: data shared intentionally and proactively by the customer (preferences, purchase intentions, explicit feedback). Zero party data is the most qualitative form of first party data.

Why is First Party Data Crucial?

Several factors make proprietary data indispensable:

End of Third-Party Cookies

Browsers are progressively eliminating third-party cookies. Safari and Firefox already block them, Chrome is following. Strategies based on third party data are becoming obsolete.

GDPR Regulation

GDPR requires explicit consent for data collection. First party data, collected with direct consent, is naturally compliant.

Superior Quality

Directly collected data is more reliable, fresher, and more relevant than data purchased from third parties.

Competitive Advantage

Your proprietary data is unique. Unlike third-party data accessible to everyone, your first party data constitutes a differentiating strategic asset.

How to Collect First Party Data?

Multiply collection points with consent:

Forms and Registrations

Newsletter, account creation, loyalty program: each registration enriches your first party base.

Surveys and Feedback

Satisfaction surveys, preference questionnaires, and review requests generate valuable declarative data.

Customer Reviews

Each collected review brings unique qualitative data: sentiment, themes mentioned, detailed satisfaction level.

Customer Service Interactions

Exchanges with support reveal customer expectations, frustrations, and suggestions.

Loyalty Program

In exchange for benefits, customers share more data and purchase history.

Leveraging First Party Data

Uses of first party data are multiple:

Personalization

Product recommendations, personalized content, targeted offers based on real preferences and behaviors.

Advanced Segmentation

Create precise segments based on reliable data: loyal customers, at-risk, high potential, by interest.

Lookalike Audiences

Use your best customers as seed to create lookalike audiences on advertising platforms.

Attribution and Measurement

With your own data, you control performance measurement and marketing attribution.

First Party Data and Review Collect

Review Collect transforms each customer review into actionable first party data. Beyond the rating, our analysis tools extract sentiments, themes, and insights contained in verbatims.

This proprietary data feeds your customer knowledge, enriches your marketing segments, and allows you to personalize experience without depending on third-party data. In a post-cookie world, your customer reviews become a major strategic asset.