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Why should marketers care about first-party, second-party, and third-party data

Server Side Tagging

Have you ever wondered by it is important to understand the different types of data?

Well, it is the key driver of successful marketing. Depending on your current situation and your goals as a marketer, you will need to analyze what data is needed. So, let’s dig into what each type of data is and how it can benefit you.


What is 1st Party Data?

First-party data includes all the information you collect from your audiences or customers. This includes:

●    Customer behaviors, actions, or interests demonstrated across your application or website

●    Data stored in your CRM

●    Subscription data

●    Social data 

This can also include non-online information such as customer feedback, completed surveys, and other customer information.

As first-party data comes directly from the audience, it is the most valuable source of information. The best thing is that it is free of cost.

You can also invest in a data management platform for first-party data collection. Moreover, privacy concerns surrounding first-party data are minimal as you know where it came from, and you have complete ownership of it. 

Remember that first party data is no less than an emperor. A company not leveraging it is leaving thousands of dollars on the table. 

Taking control of first party data is a priority for all companies that want to monetize and scale valuable audiences. Besides, they can also help you deepen engagement with clients and improve ROI across marketing efforts. Here is how marketers can benefit from first-party data. 


1. Predict Future Patterns

The 1st party data’s relevance and accuracy will enable you to predict future patterns, such as audience behavior confidently. 

2. Gain Audience Insights

Even if your audience is relatively small, first-party data can give you valuable insights. You can analyze your data for traits your customers have in common and build out that initial audience. 

3. Personalize Content and Advertisements

You can also use first-party data to personalize the ads and content you show to a particular user. The data you collect from a website visitor will give you insights into their interests and needs. 


What Is 2nd Party Data? 

When we talk about a second party, we talk about someone else’s party data. The seller can collect data from their audience and feel confident in its accuracy. This data is directly purchased from a company that owns it. The good thing is that there is no intermediary involved in such transactions. All you need to do is make a list of these companies and form a relationship with them. 

Second-party data has many positive attributes of first-party data and provides some insights that are not possible with the latter. Not only is it high-quality, but it is also more precise if you have received data from multiple sources. Here are some ways you can benefit from second-party data. 

1. Increase The Scope of Your Data

You can add second-party data to diversify your information sources. Yes, we agree that preferences should be given to first-party data; you might not be able to reach the scale you would require for your campaigns. 

2. Reach New Audiences

Second-party data is also useful if you want to reach an audience that is not your own and even find more prospective customers. 


What Is 3rd Party Data? 

Well, third-party data is brought from outside sources that are not the original collectors of the data. Instead, you can purchase it from large aggregators that collect it from other platforms and websites where it was generated. These aggregators pay other data owners and publishers for their 1st party data. Here is how you can benefit from third-party data.

 

1. Enhance Your First-Party Data

While the data you collect is valuable, it often lacks scale. Luckily, the same is not the case with third-party data. 

All you need to do is identify your core audience using first party-data and then build on that using third-party data. In this manner, you will be able to reach new customers and learn about the people interested in your products or ads. 


2. Expand Your Audience

Third-party data gives you access to multiple data points than the first and second-party data combined. Besides, you also get access to information you would not have otherwise and on a large scale. 


3. Increase the Precision of Your Targeting

Third-party data is also ideal for contextual, demographic, behavioral targeting, and targeting with precision. Moreover, it can also help manage the middle and upper parts of the sales funnel.


Wrapping Up

This was all about the types of data. But, how can you seamlessly manage them? Well, Magic Pixel is an all-in-one tag management platform. Not only can you capture first data, but you can also comply with privacy laws and improve site performance.

 

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