Page 7 - AeM_September_2020
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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
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