A Practical Guide to First-Party Data
First-party data is what customers give you directly, and it keeps getting more valuable as tracking disappears. Here's how it flows to a usable view.
Topic
First-Party Data
Mastering First-Party Data: A Marketer's Playbook
Knowing first-party data matters isn't the hard part. Operationalizing it week by week is. Here's the playbook for running on it, not just collecting it.
First-Party Data Mistakes: Consent Gaps and Silos
The most frequent ways businesses mishandled first-party data collection in 2023, from consent gaps to lists nobody ever emailed.
Case Study: Winning With First-Party Data
An illustrative walkthrough of how a mid-sized online retailer replaced shrinking retargeting audiences with an owned email and SMS program in 2023.
Building a First-Party Data Strategy Around GA4's Reset
A 2022 build guide for first-party data, written for the calmer window that opened once Google pushed its cookie deadline to 2024 and GA4 forced a data reset.
First-Party Data Mistakes After Google's Cookie Delay
Five mistakes businesses kept making with first-party data in 2022, from collecting without a value exchange to assuming the delay eased privacy pressure.
The Rise of First-Party Data Amid the Cookie Phaseout
How first-party data went from a back-office concern to a core strategy, traced through GDPR, Apple's tracking limits and Google's 2020 cookie announcement.
Building a First-Party Data Strategy as Cookies Disappear
A step-by-step 2021 guide for first-party data, written for the scramble after Apple's App Tracking Transparency rollout and Google's cookie phase-out plan.
How First-Party Data Changed Digital Marketing in 2020
The year Google put a deadline on third-party cookies, and how that single announcement reshaped first-party data strategy for the rest of 2020.
The Rise of First-Party Data: A History Since 1994
The real history behind first-party data, from Netscape's 1994 cookie invention through CRM and permission marketing to the 2020 news that made it urgent.