There are many use cases of first-party data that marketers can use to improve the ROI of their campaigns, including retargeting, personalization, and more. Due to the high quality of first-party data compared to second and third-party data, there are several valuable marketing use cases. Below are a few of the main applications of first-party data for marketers.
Retargeting: One of the main use cases for first-party data is retargeting. Since first-party data is collected directly from your own audience, this makes the data much more reliable and accurate for retargeting purposes. Hubspot highlights the value of first-party data for retargeting below:
When it comes to retargeting, first-party data is the best of the best to use, because it’s collected from the people you have the most to learn from — your own audience. That makes the data as reliable as possible for making predictions and forecasting future behavioral trends.
Predicting behavioral patterns: Another use case for first-party data is predicting a cohort of potential customers’ behavior with a higher degree of confidence. For example, e-commerce companies can predict their audience’s shopping behavior and consumer habits based on previous actions they’ve taken in the online store.
Audience insights: First-party data can also be incredibly valuable for gaining insights into the audience. This includes audience demographics and intent, and can be used to gain a better understanding of your ideal customer profile.
Personalized content and advertising: Finally, first-party data can be used to personalize the customer experience through things like serving different content and ads to users based on their previous actions.
In order to take advantage of the benefits of collecting first-party data, marketers need to have a reliable method for aggregating and analyzing data.