Brands today need to own their customer data, rather than relying on external sources. Making the most of first-party data – collected directly from users who interact with your brand – will be key to success. And the insights you gain from first-party data are even more accurate and precise, as you can collect intent signals and deepen personalization efforts. First-party data enables marketers to enhance customer engagement while maintaining data privacy and respecting customer preferences. But how can you effectively make use of the first-party data opportunity?

We created a playbook with Marketing Dive to explore how marketers can use first-party data techniques and behavioral data to enhance their marketing campaigns with more personalization. Here’s a sneak peek at what we recommend.

 

5 tips for implementing first-party data strategies

1. Structure your team for success. Collaboration between marketing, data, and tech teams is critical. Alignment about how data will be integrated and made actionable ensures that first-party data is not only collected but also properly processed and activated for marketing needs.
2. Capture and interpret behavioral data. To generate dynamic content across all channels — email, mobile, and web — utilize behavioral data which can help ensure that the right messages are delivered at the right times (and with the right frequency).
3. Use advanced segmentation techniques. When you’re able to segment customers based on behavioral insights, you gain more control. By owning the messages and data, you can act on real-time insights and elevate your level of personalization.
4. Leverage technology tailored to your retention needs. A customer engagement platform like Acoustic Connect allows you to centralize and unify your first-party data for a comprehensive customer view so you can target audiences with greater precision.
5. Manage privacy concerns. Customers appreciate knowing you’ve invested in and committed to protecting their privacy. It’s a way of expressing that you care about them — bolstering brand loyalty and retention.

 

Using first-party data can help strengthen the bond with your customers

First-party data collected directly from customers with their permission can help marketers target each customer much more thoughtfully and strategically with increased personalization. Messages, content, and offers that are more relevant and timely create long-lasting customer connections. To learn more strategies for creating personalized campaigns and implementing first-party data, download the full ebook.