With third-party cookies being phased out, first-party data is now gold for marketers.
Collect and use customer data directly from your own channels—website, email, and loyalty programs.
Best practices for first-party data:
- Encourage email sign-ups – Offer lead magnets like exclusive discounts or free resources (make sure you are providing value and not just selling!).
- Use surveys and quizzes – Gather insights about customer preferences.
- Personalize email and ad campaigns – Tailor recommendations based on past behavior.
Owning your data means better customer relationships and more effective marketing strategies. (See Marketing Quick Tip #31 on personalization.)
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