Why is 'First-Party Data' is the most important assets of modern businesses?

Have you ever felt this way? No matter how much you shoot, "don't bang" as before.

For many business owners or marketers Familiar images over the past many years are "shooting" on various platforms. And saw the results almost immediately We used to specify the target background quite accurately. Used to follow the customer everywhere he went (Retargeting) until the sale But after this time ... the situation seems to change You may be encountering these problems: the same marketing budget. But get less results, adding more expensive every day, or feel like power "Firing a randomly added" because the information that has been used is no longer precisely. If you are nodding Shows that you are facing one of the largest challenges in the digital marketing world And it is called "the end of Third-Party Cookie".

Prompt for illustrations: The picture of marketers or business owners are sitting in front of the computer screen that shows a plumbing advertising graph. Conveys disappointment and confusion

Why is the "successful formula" the original marketing does not work?

This problem is not caused by you doing anything wrong. But it is caused by the big change in the internet that attaches importance to "The privacy of users" (User Privacy) more, as never before. The main reason is from 3 important factors:

1. The collapse of Third-Party Cookies: Giant Giant Google Chrome is about to cancel the THIRD-Party Cookie, which is a technology that marketers use "track" the behavior of users across the website for decades. When there is no Retargeting or finding a new customer who is interested in old customers (Lookalike Audience), it is difficult and less accurate.

2. The law to protect personal information that is stronger: around the world, including our own Thailand, has PDPA (Personal Data Protection Act) that requires the collection and use of personal information to receive a "consent" from the owner of the data. Secretly collecting data without knowing the user is illegal and at risk of being sued.

3. Consumers are more alert about their own information: modern people start to understand that their information is valuable. And do not want anyone to use without permission They tend to reject information. Or use various tools To prevent being tracking more

Prompt for illustrations: simple infographic Showing the Cookie (Cookie) that is broken With a Privacy icon and legal documents (PDPA) around to convey 3 main causes

If left ... your business will "lost" in the new era.

Ignoring this change is like an attempt to drive without a map and no GPS in the era of roads. The consequences are more intense than expected. And may cause your business to face these situations:

• Higher marketing costs, but ineffective: You will have to pay more and more expensive advertising. To reach the target audience Because it is not possible to specify who is really likely to be interested in your products

• Personalization Will become just a dream: Delivering experiences that meet each customer, such as recommending products that they may like Or sending special promotions on birthdays Will not be able to do anymore Because you don't have enough information to understand them

• Loss of competitiveness: while you are still "guessing random", a competitor that adapted and started to create your own data strategy will be able to understand and access customers better. Overtaking you easily

• Relations with fragile customers: when you are unable to communicate with customers directly The bond between brands and customers will be reduced. They are always ready to change their minds to other brands that provide better experiences.

This is the reason why MCKINSEY, the world's leading consulting company. Emphasizing that having its own information strategy is the heart of growth in this era.

Prompt for illustrations: The separation of one sign pointed to the bright way, with the word "Data-Driven Growth" and the other sign pointed to the dark way, with the word "Wasteed Ad spend". The business car is hesitant in the middle

The solution is not to find "Beginners" but are creating "Own property"

The only way to survive in this battlefield is to stop relying on other people (Third-Party Data) and turn to create. The "digital property" that has the most value is First-Party Data .

What is First-Party Data? Speaking in a house, "The information that customers will willing to give you directly." It is the information you own 100%. No need to rent or borrow a nose. These data are enormous because it is accurate, reliable, and most importantly, is legal. (When correctly collected). Examples of First-Party Data include:

• Information from websites and applications: Web admission behavior, clicks that are picked up in the basket (data from Google Analytics 4 is a good treasure).
• Data from CRM system: Order history, purchase value, purchase frequency
• Information from subscription: email, telephone number, name, birthday that the customer fill out
• Information from survey or poll: preference, interest, or feedback that customers directly tell you This information is similar to the so-called Zero-Party Data, where customers are even more willing.

Where should I start? The best starting point is "Change the way of thinking" from "finding a new customer" to "Get to know the best customers" and begin to place the infrastructure in the data collection correctly and have consent.

Prompt for illustrations: Open treasure chest image The inside shine brightly. On the trunk written "First-Party Data" and around there are gold medals written "Email", "Purchase History", "Website Behavior" etc.

Examples from the real thing: when online stores turn the "normal" information into "extraordinary sales"

Imagine There is a brand of online fashion clothing that has previously dedicated the money on social media. They have a lot of followers. But the sales are uncertain and the cost is increasing.

Problems encountered: They send "the same" promotion to all customers, such as 15% discount for all products. Causing the customers who just bought it to the full price As for the new customers, it may not be interested in that product. As a result, the conversion rate is low and loses relationships with customers without knowing it.

How to fix with First-Party Data Strategy: They decided to lift all new strategies. Beginning with the analysis of the purchase data in the backyard system (First-Party Data) and dividing the customers into 3 simple groups:

1. New Customers: People who just bought for the first time
2. Loyal Customers: People who buy more than 3 times during 6 months
3. AT-RISK Customers: People who have bought but never come back to buy again in the past 3 months.

Changed results: instead of sending one promotion to everyone They switched to marketing. Personalization

• New customer group: received a welcome email And recommend the best selling products similar to the just purchased
• Regular customer group: Get the right to order a new collection before anyone else. With special reward points
• Customers who are nearing missing: Get a special discount code (such as "We miss you! Get a 20% discount for the next order. ")

Just adjusting the strategy easily By using the information that you already have Resulting in sales from old customers (Repeat Purchase) increased by 40% and reducing the cost of adding more than 25% new customers because they were able to use regular customer information to create a target group that is more accurate on the advertising platform.

Prompt for illustrations: Easy beforehand image. The first side is a picture of many people receiving the same promotion and confusing on the side. The After is a group of 3 groups that receive different messages and smile happily.

What do you want to do? Checklist starts to create a first-party data strategy (can be used immediately).

You don't have to wait for everything to be 100% ready. You can start creating your own data strategy from today. Try to follow this 5 checklist.

Step 1: Audit & Consolidate.
Explore what your business is now keeping the customer's data? Where is it scattered? For example, in the E-Commerce system, on Google Analytics, in Line OA, or in the Excel file? Try to collect in the same place to see the overall picture first.

Step 2: Create a Create Collection Channels.
If not, start building immediately! The easiest and most powerful way is:

• Member System/Apply for news: Install POP-up or Banner on the website invites people to apply for membership to receive discounts or special content. In exchange for email or phone number
• Loyalty Program: Encourage customers to register to receive benefits. Allowing you to continuously get his purchase information

Step 3: Please consent (Ensure Consent).
This is the key! Every time I ask for information Must clearly specify what to do And must have a channel for customers to clearly consent (Opt-in) according to PDPA . This is a long-term trust.

Step 4: Segment & Analyze)
. Don't keep it. Try dividing a group of simple customers. As described in the above samples (new customers, regular customers, customers who are close to missing) or divided by products they are interested in. This is the beginning of making Personalization

Step 5: Activate & Measures (Activate & Measure)
uses the data divided into real use, such as sending different emails, creating Custom Audience on Facebook/Google. From your email list And don't forget to measure whether the campaign you do is better than before. This is what Google emphasizes that it is the most important advantage.

If you feel that these processes are complicated and need experts to point out the strengths, weaknesses and strategies for the Ecommerce Optimization Audit. It may be an answer that allows you to start in the right way and quickly.

Prompt for illustrations: 5 checklist Inficlist with icons in each item (Article 1: Glasses, Article 2: Mail Box, Article 3: Tick correct in the square, Article 4: Round Phoom Chart, Article 5: Rock Rock Rock Rising)

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 and collect" from the behavior of the customer (such as what he clicks to buy). Zero-Party Data is the information that "customers intend to tell us directly" about his preferences (such as what color he likes) Zero-Party Data is part of But the most valuable and valuable part

Q2: If it's a small business No team or expensive tools Can you start?
A: Of course! You don't need an expensive tool like CDP (Customer Data Platform). On the first day, just starting from using free or not expensive tools such as Google Analytics 4 to see the behavior on the web, the E-Commerce membership system that you use, and the creation of E-mail through the Mailchimp or other service providers are a great starting point.

Q3: Is this data collection illegal? PDPA?
A: Definitely not wrong if you do it correctly! The heart is "Transparency" and "Consent" (Consent). Make sure you have. Privacy Policy, which is clear and at all points where the data collection has asked for consent from users correctly. Following the law, not only preventing risks But also creating credibility for your brand

Prompt for illustrations: Image icon, a large question mark (?) And there are 3 boxes surrounded. With related digestive icons in each box

Summary: Stop "Rent" other people's information and start creating your own "property"!

The marketing world has changed permanently. Relying on information from Third-Party Cookie is like building a house on the land that is rented. One fine day, the owner of the land may chase us at any time. It's time for you to start piles, build your own "home" or "digital property" on the land that you own is First-Party Data.

The information you collect directly from customers with their consent. Is a treasure that will help you understand customers deeply, create impressive experiences, and accurate marketing and worthwhile in the long run. It may not see results as fast as shooting in the past. But this is the most sustainable investment and is an important foundation that will make your business grow strong in an era where information is everything.

Do not wait for your competitors to overtake farther than this. Start planning your first-party data strategy today. And you will find that the most important assets in doing modern business It's just a reach!

Prompt for illustrations: The business owner is proudly smiling in front of the building that is stable and beautiful, which has a sign written "My Business" with the foundation of the building as a clear blog written "First-Party Data".

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