What is "First-Party Data"? And why is it the future of e-commerce marketing?

Are you the owner of the E-Commerce business or marketers who are encountering this problem? ... "Why did you shoot the same added?" "The advertising cost is more expensive every day. But the sales are completely calm "or the most painful is "Feeling like doing a 'sowing market' all over without knowing who our real customers are?"

If the answer is 'Yes', you are not alone. This problem is what people in the E-Commerce industry around the world are facing. And it is about to become a big crisis for those who refuse to adapt. But today ... I have good news to tell Because of the survival and "treasure" that will turn your marketing game It is hidden in the word "First-Party Data" or "the information you keep directly", which is a secret weapon that will make you understand customers and market more precisely than all competitors in the age that information from other sources is aboutless.

The real problem in life

Imagine ... Today, you spend a lot of money on advertising on various platforms. To try to reach the target audience You hope that the algorithm will "be kind" send ads to the right person. But the result is like "Shouting in a loud concert." Customers saw your advertisements, but just "swept through" like the elemental air. Because it was not related to him at that time at all

You try to do promotions, discounts, redeem, give away, but can only attract the "stray leg" that comes to buy once and then disappear. No repeated purchases or brand loyalty (Brand Loyalty). Customer information is scattered. One team kept in Excel, another team kept in the backyard. Cannot be linked to create a good experience for customers You are stuck in the circuit of "Finding new customers" that is increasing, instead of "treating old customers" that has gold This is a classic problem that occurs when we rely on other people's information. And never built Own "assets"

Prompt for illustrations: E-commerce business owner is holding a temple in front of a computer that shows a higher sales graph and advertising. The back has a shadow of the customers who walk away unhappy.

Why did that problem occur?

The root of all this problem comes from "Historical change" in the digital world. In the past, online marketing rely on what is called " Third-Party Cookie" Imagine that it is a "detective" who secretly follows the behavior of users all over the website you enter. To collect information about what you are interested in Then sell that information to the advertisement platform to shoot at you precisely

But the era of this "detective" is about to end! Because the whole world is alert about "Data Privacy" (Data Privacy "is increasingly. The law like PDPA in Thailand or GDPR in Europe makes the storage and use of information without permission to become illegal. In addition, the giant browser like Google Chrome is about to permanently cancel the Third-Party Cookie support. This change has a direct impact on all E-Commerce marketers, because it means ... the information that we used to set accurate advertising is "lost", relying on external sources, therefore is not a sustainable choice. This is the main reason that the old marketing It is inevitable and inevitably more expensive.

Prompt for illustrations: The Third-Party Cookie is broken, with the Privacy and the symbol of the browser (Chrome, Safari, Firefox) around to convey the change in privacy policies.

If left, how will it affect?

If today you still ignore and not start creating your own first-party data strategy, the consequences are more intense than you think. And may reach the stage "Point out to death." Your E-Commerce business:

• Marketing costs soar to the point of not being able to control: When you are not able to invade the accurate target You will have to use the "sow" money to advertise to a wider group of people. Which means higher expenses, but the conversion is lower
• Individual marketing (Personalization) no longer .: You will lose the ability to present products, promotions or content that meets each customer. Everyone will see the same message. Makes the customer feel that your brand doesn't understand him at all
• Loss of competitiveness: While you are still a great customer in the dark Competitors that adapt and use First-Party Data will be able to create a profound relationship with customers, increase the purchase (Retenting), and increase the value of the customer (Customer Lifetime Value).
• Legal risk: trying to find a way to use data from other sources that are not clear May cause you to risk violating personal data protection laws such as PDPA , which have severe penalties, both memorable and fines.

Not adjusting today Is like building a house on other people's land That one day, he may chase us at any time. Your business will lack a stable base and ready to fall at any time.

Prompt for illustrations: Graph showing two lines One line is "Advertising costs" that are rising And the other is a "sales" that is plummeted to clear the financial impact

Is there any solution? And where should it start?

The most sustainable and powerful solution is to change focus from "rent". Other people's information is "created" our own assets. Also known as "First-Party Data Strategy"

What is First-Party Data? Speak as easy as possible It is all the information you collect from your customers or visitors "directly" through the channel you own. These data are highly accurate. 100% relevant to your business and most importantly You own it legally. For example:

• Behavior information on the website: Which pages that customers often visit, what products they click, how long does he spend on the web (collected through Google Analytics 4)
• Buying information: Order history, frequently purchased products, average order value (Stored through your E-Commerce system such as Shopify, WooCommerce)
• Information that the customer provides directly: Apply for news via email, information that is fill in the page, contact us, survey Or answering questions in Quiz
• Information from CRM: Communication history, comments, or problems that customers have informed

And where should it start?

1. Start by creating "Value Exchange": No one wants to provide free personal information. You must answer that "What will the customer get" from providing information to us, such as special discounts for membership, E-Book or useful manual, the right to access new products before anyone else or a fun quiz to find products that are right for themselves?
2. Explore and connect tools: see what tools you are now (Google Analytics, E-Commerce, Email Marketing, CRM) and plan how to connect information from all sources.
3. Understand more powerful information: Study the Zero-Party Data , which is the information that customers are happy and "intention" directly, such as liking, goals or intentions to buy. Which is the highest quality information for making Personalization

The change to First-Party Data is not just a solution to Cookie, but it is a way to change the way of thinking from a "shouting" into a "listening marketing" and creating a true customer relationship.

Prompt for illustrations: simple infographic images Show the icon of the First-Party Data (such as websites, emails, buying history, CRM) flows together at the center, which is a brain or database of the brand.

Examples from the real thing that used to be successful

In order to be clearer Take a look at the example of the brand named "Glowup" that sells organic skin care products for sensitive skin.

The original problem: GLOWUP used to spend a budget for advertising on Facebook and Instagram using a wide international Interest Targeting such as "interested in skin care" or "interested in organic products". Because the products that you see may not really match his skin condition

How to fix with First-Party Data: Glowup decides to change the strategy. They create "Skin-Type Analysis Quiz" or "Skin Analysis Test" on the website. What is the question, such as "your skin, dry, mixed)?" "Do you have a problem with acne?" "Suitable for you, especially" with a 15% discount for the first purchase Just register with email

The result:

1. Get high quality information: GLOWUP not only has a quality email list but also "Zero-Party Data" that each customer has skin conditions and problems.
2. Personalized Marketing Powerful: Instead of sending the original "reduction" promotion, they can send segment especially "for oily skin! New oily control products "or" Dry skin care tips during the cold season "
3. Conversion Rate is rising: Customers feel that the brand really understands them. Clicking the email opening and order rates increased by more than 300%.
4. Create loyalty to the brand: Customers come back to buy more. Because he had a good experience and a product that could actually solve his problems

This is the power of change from "guessing" to "understanding" true customers with the information he is willing to give. Which is the heart of a successful First-Party Data strategy

Prompt for illustrations: Glow's brand images: The left is a shot. And the customer ignored The right picture is that the customer is smiling and making a Quiz on mobile happily. And there is an email icon that sends a direct message to the side

If wanting to follow, what to do? (Can be used immediately)

Ready to create Have your own "treasure"? No need to wait for a large team or expensive tool. You can start immediately with a 5 simple checklist. This step:

1. Explore and include the Audit & Consolidate:
   Action: List of where you now keep customer data? (Google Analytics 4, E-Commerce Backyard System, Email, Facebook Pixel) aiming to bring these information in the same place to see the overall picture.
2. Create value to exchange data (Create Value Exchange):
   Action: Brainstorming with the team that will "give" to customers in exchange for his information? such as
   • 10% discount for the first news application
   • Make a quiz to recommend products (such as "Search for the right style for you")
   • Give away E-Book or Checklists that are useful.
   • Loyalty Program
3. Optimize Collection Points:
   Action: Check at all points where customers can provide information such as pop-up. Register, check out, form, contact us, register, make it "easy" "and" filling "the most.
4. Divide the group and communicate directly (Segment & Personalize):
   Action: Once the information has been obtained Don't send the same message to everyone! Start to divide the group easily first, such as "customers who have already bought" and "people who have never bought" or "customers interested in the product A" and "customers interested in category B" and send emails or show different promotions. This is the beginning of real Personalization idea.
5. Always analyze and improve (Analyze & Refine):
   Action: The data will be valued only when used. Always ask questions to information "Which group of customers have the highest value?" "Which product should be done?" "What kind of content you like?" Use the answer to improve your marketing strategy and develop your products. Read the analysis of experts like Google Marketing Platform Blog to find new ideas.

Starting today Even starting from a small step It is better than standing in the same place and waiting for the crisis to come.

Prompt for illustrations: 5 -steps infographic checklist with easy -to -understand icons (extension glasses, gift boxes, pencils, multiple groups of users, graphs) to make it easy to see.

Questions that people tend to wonder And the answers that are cleared

Q1: What is the difference between Zero-Party Data?
A: Easy to understand is First-Party Data. It is the information that we "observe" the behavior of customers, such as what products they click to see. What to buy. Zero-Party Data is the information that the customer "intends to tell" us directly, such as the results of Quiz, answering satisfaction questionnaires, which Zero-Party Data is the most valuable and highest quality information.

Q2: Is this data collection illegal? PDPA?
A: Definitely not wrong. If done correctly! The heart of PDPA is "transparency" and "consent". As long as you clearly inform the customers, what to do, and give an alternative to the consent or cancels always. First-Party Data will be safe and 100% correct, which is the opposite of the use of THID-PARTAY DATA.

Q3: Must use expensive tools. Silk in the beginning?
A: Not necessary! You can start from your already available tools, such as Google Analytics 4 for viewing your web behavior, your E-commerce system for viewing the purchase history, and email marketing (such as Mailchimp) for collecting names and sending campaigns. When the business grows, considering investing in more complex tools such as Customer Data Platform (CDP), it's not late.

Q4: How will this change of Google called Privacy Sandbox?
A: Google Privacy Sandbox is a project that will replace Third-Party Cookie, with the goal of creating a balance between advertisements related to users and protecting personal information. But it will make the original Targeting more difficult Which emphasizes the importance that the brand that has the strong First-Party Data will win in this battlefield as Emarketer has analyzed

Prompt for illustrations: Large question icons (?) And clear answers appear in the words. To convey the solution

Summary to be easy to understand + want to try to do

The E-Commerce marketing world is changing without returning. The era of relying on information from others to "Shooting in a random five" is about to end, and the future of sustainable marketing is to build a true relationship with customers based on "understanding" and "trust".

FIRST-PARTY DATA is not just a boring technical terminology, but it is the "heart" of that relationship. It is a change from "Shouting at the customer" as "listening to customers" intently when you know what customers want. You will always give him the right thing at the right time. This is a way to make your brand stand out, create a loyal fan base, and grow steadily in the long run.

Do not wait for your business to be stuck in the whirlpool of more expensive advertising and reduced results. Today is the best day to start creating. Your own "information treasure" to follow the checklist that we provided, starting with small things. That can be done immediately And you will discover how the power of the customer is true.

If you need a partner who is expert in laying the foundation and Design the E-Commerce website that is ready for the future or need experts to help inspect and lay data strategies. To unlock the highest potential of your business Our team is ready to give advice.

It's time to change the "visitor" into a "lifelong customer" with the power of First-Party Data!

Prompt for illustrations: E-Commerce business owner, standing confidently Pointed to the higher sales graph With the icon of customers who are happy Convey the success that comes from creating good relationships

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