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RESEARCH
ANALYSIS
TRENDS
Not all data is created equal
In marketing, data is divided into first, second, and third when purchasing in the online shop, opening rates
-party data, based on their origin. Third party data, and much more. But a lot of first party data can
which currently still is the basis for dominant forms of also be collected in other ways, e.g. in the context
advertising, such as programmatic advertising and thus of events, customer loyalty programs, vouchers,
for a large part of personalization in marketing, in and competitions. In this way, first party data
particular in the form of cookies, loses in many cases provides a great deal of information about a
applicability due to changing legal and technical company's customers and prospects.
framework conditions.
2. The term second party data, on the other hand,
First party data already offers great potential for describes data that is obtained from another
targeting and personalization and could therefore be a company as part of a partnership or a one-time
real alternative. In fact, the Boston Consulting Group purchase. The other company monetizes its own
described the use of first party data in a study as the first party data. This can be, for example, market
"biggest driver for digital maturity and marketing research data or campaign data made available by
results". Anyway, let us look at Apteco’s detailed an agency or a cooperation partner. The extent to
explanation on what distinguishes first-party data and which the data can be used by both partners is
what possibilities they offer, especially in existing usually stipulated in the contract.
customer communication:
3. If large amounts of data are required, so-called
1. First party data is data that is collected by the third-party data can be acquired to enrich the own
company itself and stored on its own server. The data set. Third-party sources either collect the data
fact is, that the increase in digital touchpoints themselves or buy it from various other providers
results in more and more data, which is first and to then aggregate and resell them.
foremost data that is collected when there are
interactions with the company website. In addition Each of the three types presented has its own
to anonymized web usage data, this often also advantages and disadvantages. A clear benefit of third-
includes personal data, such as the name and party data is e.g. their rapid availability and the large
email address when subscribing to the newsletter, amount of data that can be accessed through them.
the address and corresponding transaction data However, there are some key advantages of first party
data that should be considered in this context.
7 September 2020: Cybersecurity & Data Safety: perpetual awareness and innovation presupposed