First-party data includes all information and data that a company collects directly from users and owns and is responsible for.
Such data can be collected through software or company proprietary systems and are important for enhancing the customer experience of each user.
Included in this set is information pertaining to:
- user interactions;
- purchase history;
- browsing and purchasing behaviour;
- preferences;
- biographical data;
- Information on needs/needs and interests.
As we can imagine first-party data is the most valuable information, firmly saved and guarded usually within CRM.
Corporate website/eCommerce, APP, customer service, chatbot, point of sale, represent the main touchpoints where first-part data can be collected.
Making the most of them has undoubted advantages for a company, such as:
- create a fair exchange of value between company and consumer;
- ensure strict compliance with data processing regulations;
- develop innovative data collection methods, an opportunity for new interactions with users/customers.
The process and methods of collecting first-party data should be thought of as the result of a mutual exchange between company and consumer. In fact, when we choose to ask for data and information, even personal information, we must remember to always balance the request by offering the targeted user something in return (e.g., ebooks, free resources, giveaways).
