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The importance of gathering first-party data nowadays

September 8, 2022
January 12, 2017

Most businesses are familiar with cookies. Since it obtains consumer data, it belongs to a crucial part of establishing personalized consumer experience. However, as Google changes its privacy and transparency control, businesses have to make major changes concerning the collection of consumer data. The Interaction Designer of Activation Studio facilitates these major changes within your company and makes the transformation less painful as these changes sound at first sight. 

The importance of gathering consumer data

It is essential to collect consumer behavior data as the consumer insights are revenue driving for your company. You acquire information about their habits, behaviors, and demographics. Thus, businesses can make more informed decisions. It is not only important to ascertain more information about your audience, it likewise helps you to find your target audience and potential new customers. Due to finding out more about your own audience, it is easier to target new lookalike audiences. Market data gives you more information about the product use as well. Hence, personalized customer experience can likewise be built from the insights of how consumers use the product. 


The most common way of gathering these market and consumer insights is by using third-party cookies and data. Cookies are small pieces of text sent to your browser when visiting a website. The website remembers the information about your visit thanks to cookies. Consequently, the next website visit will be effortless and the site will have more added value for you. Cookies enables you access to features like language choice, content of a shopping card, information relating to your session and product optimization. These features do add more value to a consumers website visit. However, by the end of 2023, Google introduces third-party cookie restrictions in order to make the internet a more privacy-friendly space. Thus, companies have to make a switch and gather primary data when tracking journeys.

Rather first-party data than third-party data

Next to the fact that businesses do not have the choice between first or third-party data from the end of 2023 onwards anyways, first-party data entails multiple benefits and is definitely worth using it. First-party data is the most trustworthy and reliable information a business can have since it directly comes from the audience. Although, it requires more time and effort to process first-party data, it reduces costs, it offers individual engagement and a detailed insight. The risk with third-party data is the insecurity about how accurately the segments are target. On the opposite, primary data does insure accuracy, reliability, and relevance within the data and the segmentation. As the company has a close connection with the data source, the probability of error appearing is smaller as well. Another advantage of first-party data, which is relevant to mention, is the privacy and data protection. Due to the direct connection to the data base, privacy concerns are unnecessary. This does also imply more control over the data. This direct connection to the audience likewise leads to a more personalized experience and increased trust towards the consumer

Collecting first-party data with the Interaction Designer of Activation Studio

As mentioned before, the importance of gathering primary data increases. The newest tool of Activation Studio, Interaction Designer, does collect behavioral data of leads. The marketer can create and activate tags, which lead to interactions. The Interaction Designer can track multiple websites at the same time. This tool does not only contain all the advantages of collecting first-party data but it likewise involves the benefits of being connected to the Segment- and Score Designer. Thus, marketers can directly use the obtained interactions to create more effective and personalized campaigns by scoring these interactions and building segments based on these. 

Our Interaction Designer for capturing web events in Salesforce Marketing Cloud