- Our work
- Our services
- Digital Products
- Customer Experience
- About us
- Contact us
First-party data is often referred to as the antidote for when cookies say their final goodbye in 2024. In a privacy-first digital ecosystem, marketers will need to work harder and smarter to personalise and convert.
Chances are you have already experienced the decrease in efficiency and accuracy of your digital advertising – with Apple’s new privacy features in iOS and ad blockers in many modern browsers, cost-per-acquisition is higher now than ever before.
In a study by Google and Boston Consulting Group, brands with mature use of first-party data in their marketing saw between a 1.5 – 2.9x increase in revenue and a 1.5x increase in cost savings.
To fully embrace the future of digital marketing, you’ll need to begin by thinking about your first-party data strategy. Consider the business goals you are trying to achieve, what value you will add to your customers in exchange for their data, how your organisation will utilise the gained data, and how you will continuously improve and optimise.
Equally important is understanding privacy regulations and data security and ensuring your permission terms and conditions are comprehensive for your intended use.
At BBT, we’ve helped a range of organisations with creating and utilising their first-party data strategy. Here are some starting points we recommend you think and do to better attain your goals.
Start small by focusing on one or two use cases, and have a successful model before rolling it out into other parts of the business
Data don't live in silos; look at how you can combine your adtech, martech and digital analytics with first-party data to get better insights, targeting and conversion
If your organisation is in early stages of gaining and utilising first-party data, then it is better to have smaller goals that allow for quick wins and get further buy-ins
As more organisations roll out their first-party data strategy, you'll need to offer value that more closely aligns with your customers' needs
Educate your staff on the use of customer data, including security and privacy policies
Since its inception in 2007, HazardCo has had the ambition to shake up how health and safety are managed and embarked on a journey to bring it into the digital era. Working collaboratively with their Auckland and Melbourne teams, we overhauled their end-to-end user experience, gained customer insights through advanced analytics, and launched into new international markets.
When it’s time to create your first-party data strategy, we’re ready to be your guide. Our experience working with client marketing teams to acquire, analyse and utilise data will help give your ambitions a head start. Furthermore, we’ll help you create an always-on approach and security solutions that automate and protects your valuable data.