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Use first-party data to power your ad strategy
In a world without third-party cookies and individual identifiers, first-party
data and machine learning will support a successful digital marketing
strategy. First-party data is information that customers have consented to
provide, like an email address or phone number that your business directly
collects and owns.
Ad growth starts with a foundation in privacy
Whether you’re driving online sales or leads, responsibly generating first-party
data and enabling privacy-preserving measurements are key components of your ads
strategy.
Marketers who effectively use their first-party data can generate double the incremental revenue from a single ad placement, communication or outreach.
Source: “Responsible Marketing With First-Party Data”, BCG, May 2020.
The value of first-party data
Create a competitive advantage
The first-party data you collect with consent from customers is unique
to your business.
Enhance audience strategy
Use your first-party data to understand your most valuable customers
and tailor messaging to improve campaign performance.
Inform business decisions
First-party data tells you how people are engaging with your business,
which can guide product development and inform strategy.
Fuel machine learning
Combine first-party data with machine learning to reach more customers
and get an accurate picture of your media impact – even when less data
is available.
Grow your first-party data with the right value exchange
It’s important to maintain customer trust by keeping their data safe, so be sure
to make privacy policies clear and accessible and be transparent about how you
use your customers’ data. Ensure that a user has consented to use their personal
data for ads personalisation, per the
EU User Consent Policy.
Here are a few ways your business can generate first-party data by providing value to customers in exchange for their information:
1 - Early access to product launches.
2 - Content or product recommendations.
3 - Notifications when an item is back in stock.
4 - Loyalty programs that offer rewards or exclusive benefits.
Here are a few ways your business can generate first-party data by providing value to customers in exchange for their information:
1 - Early access to product launches.
2 - Content or product recommendations.
3 - Notifications when an item is back in stock.
4 - Loyalty programs that offer rewards or exclusive benefits.
Ninety percent of consumers are willing to share their personal information for the right incentive, such as improved convenience or a personalised experience.
Source: “Consumers Want Privacy. Marketers Can Deliver.”, BCG, Jan, 2022.
Invest in privacy-centric advertising solutions
Generate insightful and actionable first-party data from your website
visitors by enabling Google Ads privacy-preserving technologies. In this
next section, you’ll learn how these solutions work together to build a more
complete picture of your marketing performance, and how to use machine
learning to help you reach your audiences and unlock valuable insights.
Kia’s reinvented first-party data strategy leads to 4x better conversion rates
Multinational auto manufacturer, Kia, wanted to
reinvent their first-party data strategy
to meet increasing customer expectations and regulatory demands around
privacy. By creating a value exchange with customers and investing in Google
Ads privacy-preserving technology to make the most of its first-party data,
the company’s shift in strategy led to a 4x conversion rate.
