As third-party cookies disappear from major browsers, first-party data, the data a business collects directly from its customers such as email addresses, phone numbers or purchase history, has become the most valuable asset for long-term marketing, because it no longer depends on outside platforms.
Where can you collect it?
Businesses can collect first-party data through membership sign-ups, loyalty points programmes, quotation request forms or even discounts in exchange for an email address. The key is to obtain consent properly and transparently in line with data protection law.
How to put it to use
Once you have the data, you can use it to build Custom Audiences on ad platforms or run more targeted email marketing. Businesses that start building first-party data today will have an advantage over competitors who still rely solely on cookies.
Get your data collection system ready today
You don't need an expensive CDP from the start. A well-organised Excel file or Google Sheet is enough for small SMEs. What matters more is starting to collect data consistently from today, because the longer your history, the more valuable the data becomes.