In digital marketing, first-party data is increasingly critical to successful strategies. This data – which is collected directly from your customers – provides valuable insights into their behaviors, preferences, and interactions with your brand. It facilitates more cost-efficient retargeting and allows for the formulation of impactful marketing strategies.

Google’s decision to phase out third-party cookies from Chrome by 2023 is heightening the demand for first-party data, as marketers seek reliable and privacy-compliant ways to personalize advertising and understand user behavior. Furthermore, the iOS 14.5 update introduced the App Tracking Transparency feature, which requires apps to get user consent before tracking their data across apps or websites owned by other companies. 

According to Boston Consulting Group, brands that utilize first-party data can see a whopping 2.9x increase in revenue. Furthermore, a study by Convert reveals that 92% of marketers consider first-party data as essential to business growth. With such significant benefits, it’s crucial for brands to focus on gathering more first-party data. Here are five effective ways to do just that:

1. Lead Forms: One of the simplest and most effective ways to collect first-party data is through lead forms. These can be used on your website, social media platforms, or even in your email marketing campaigns. Offering downloadable content or conducting outreach initiatives can entice users to fill out these forms, yielding valuable data.
2. Third-Party Sign-In: By integrating third-party sign-in options like Facebook or Google, you can gather a wealth of user information. Users appreciate the convenience of these sign-in methods, and you benefit from the rich data these platforms provide.
3. Analytics Tools: Leveraging analytics tools on your website or app can help you understand user behavior better. These tools can track user interactions, engagement levels, and other key metrics, providing a treasure trove of first-party data.
4. Customer Surveys: Surveys are an excellent way to collect specific data about your customers. By asking direct questions, you can gain insights into their preferences, opinions, and needs.
5. Loyalty Programs: Rewards programs not only incentivize repeat business but also serve as a rich source of first-party data. As customers sign up and interact with the program, you gather data on their purchasing habits, preferences, and more.

These five methods are just the tip of the iceberg to collect more first-party data. As we move further into the digital age, this data is becoming increasingly important across all marketing channels, including SMS, email, PPC media, and more. By prioritizing the collection of first-party data, brands can unlock deeper customer understanding, drive more efficient retargeting efforts, and ultimately, boost their bottom line. So, start implementing these strategies today, and watch your business grow!