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Digital Marketing Academy · Lesson

First-Party Data Strategy

Own your measurement.

Why First-Party Data Wins

First-party data is information you collect directly from your own customers, with their knowledge, through your own channels: purchases, accounts, email signups, app activity, support chats.

Because it is consented and owned, it survives cookie deprecation, ITP, and ad blockers. It is the most durable asset in a privacy-first world, and the foundation everything else now sits on.

The Data Taxonomy

It helps to distinguish the types. First-party comes straight from your audience. Second-party is someone else's first-party data shared via partnership. Third-party is aggregated and bought from data brokers.

Third-party is the type that is collapsing. Zero-party, a subset of first-party, is data customers proactively give you: preferences, intent, survey answers.

Data types
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ZERO-PARTY  : volunteered (quiz, prefs)
FIRST-PARTY : your own collected (orders)
SECOND-PARTY: a partner's first-party
THIRD-PARTY : brokered/aggregated (dying)

Resilience:  zero > first > second >> third

All lessons in this course

  1. Why Tracking Broke
  2. Server-Side Tagging
  3. Consent Mode and CMPs
  4. First-Party Data Strategy
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