First-party data took on increased importance in 2024 as Google planned to deprecate third-party cookies in its Chrome browser, throwing the advertising ecosystem into potential chaos.
First-party data is data organizations collect themselves, meaning they aren’t dependent on other people’s lists. It’s the key to personalization and can have a significant impact on your return on advertising spend (ROAS) when it’s used in paid media campaigns..
Dig deeper: Why first-party data still reigns even with Google keeping third-party cookies
This Coffee Talk took place during the fall 2024 MarTech Conference in September. It is hosted by Greg Krehbiel, president of The Krehbiel Group, and AnnMarie Wills, CEO of Leverage Lab.
In this discussion, Greg and AnnMarie explore:
1:00: Why is first-party data so important right now?
2:21: First-party data and paid media strategy.
7:08: How to align first-party data and your customer journeys.
15:23: Asking the right question of your data.
18:17: Using social media to collect and enhance first-party data.
23:23: The importance of customer experience.
30:45: When personalization goes wrong.
34:53: First-party data for content and product recommendations.
41:50: The B2B perspective on first-party data.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.