First-party data is the data that a company collects from people who have had contact with it. This first-party data includes information related to customers' tastes, their behavior with the brand in online channels, and various relevant consumer factors.
Where do they come from? They are obtained directly from forms, campaigns, social networks, surveys, call centers, among other possible techniques. The main advantage of this data is that companies can access it for free.
First party data has greater reliability, accuracy and confidentiality than other databases.
There are two types of first party data:
Declarative. Data voluntarily provided by the south africa business email list audience (name, surname, email address, country of origin) through a form, an interactive marketing campaign, among others.
Behavioral data. Data about the actions a visitor takes on your website, collected, for example, through a pixel or cookie placed on your page to track what the user is doing while browsing. A useful tool for analyzing this type of data is Google Analytics .
Why is it important for user privacy?
Currently, the privacy context is regulated by laws such as the GDPR (General Data Protection Regulation). In this sense, first-party data saves concerns regarding the origin of the data, since there is full knowledge of its origin.
According to a study by Verizon Media and IPG , 87% of consumers are concerned about how their personal data is used.
Furthermore, during the COVID-19 pandemic, users' concerns about the security of their data have increased considerably. Therefore, both companies and individuals have changed their behavior to stay connected in a protected manner (offline and online).