The once-common belief among marketers of "the more data, the better" is evolving. With increasing privacy concerns, businesses are re-evaluating their data strategies. The potential phasing out of third-party cookies has highlighted the importance of first-party data. Even though plans to eliminate third-party cookies have been delayed or, in some cases, walked back, adopting a first-party data strategy remains a smart move for businesses.

First-party data is the valuable information you collect directly from your own customers and interactions to get a holistic view of your audience. This might come from website visits, email signups, or purchasing actions.

Forward thinking companies are taking this revolution a step further by collecting zero-party data—information a customer intentionally shares with the brand in order to improve their overall shopping experience. This information might come from polls, surveys or conversational pop-ups.

Implement Your First-Party Data Strategy

This planning guide is designed to help you transition from a third-party dependent approach to a useful first-party data strategy. Get the checklist to keep your strategy on track. And remember to keep customers informed at each step of the process. This is the best way to maintain consent and compliance throughout the transition.

Here’s how to implement a first-party data strategy that enhances customer engagement while ensuring privacy and compliance.

Step 1: Schedule a website audit

Before making any major changes, investigate what data trackers your website is already using. This can help you identify which ones you need to update or replace.

Rolling out a new first-party focused data strategy won’t be instant. In the meantime, make sure you have properly informed users about the trackers being used on your website, and double-check that you have their consent. 

A tool like Cookiebot can help with this. Cookiebot scans your website to identify cookies and tracking technologies. It also offers templates for consent collection. 

Step 2: Identify Data Priorities

Your organization should have a clear and specific reason for each piece of data that it collects. This helps you maintain compliance and reassures customers that their data is being used appropriately. 

Lay out goals for the data you will collect and how it will be used. Then, use this information to examine each third-party tracker left on your site and make a plan for how to track that data internally.

Remember to update your data collection and privacy policies on your website so users can understand why you’re collecting their data.

Step 3: Implement a First-Party Strategy

Phase out your unnecessary third-party data collection tools and replace them with a first-party data collection strategy. Throughout this process, make sure to communicate the changes in data collection tools to your users through banners, pop-ups, and updates to your policies. 

Some users may exercise their right to opt-out. Check that the tools are set up to respect their decision. The success of your new strategy depends on the trust and confidence of your users.

Step 4: Incorporate Zero-Party Data

With a functionally first-party data collection strategy in place, there is still an opportunity for greater personalization and enhanced customer satisfaction. Zero-party data can help you achieve these goals. 

Look for timely opportunities to request zero-party data. Most often, this will be immediately after a user has made a purchase. You can also ask for this information when a user creates an account or via a survey or quiz delivered through email or on social media.

With Ignite by Launch Labs, you can start collecting zero-party data even earlier using user consented geolocation data. A simple pop-up prompts users to share their location. From there, Ignite validates the accuracy of each GPS measurement and enhances it with contextual information. The location is mapped and the residents identified, all while the user goes about their business on your site. 

Step 5: Ensure Compliance and Consent

Throughout this process, you’ve kept users informed and secured their consent. Now is the time to double-check everything you’ve done and make adjustments if needed. Start by checking your new strategy against applicable data privacy and data collection requirements. 

Even as you give users the chance to opt out, make sure you’re explaining the benefits of data sharing. Tell them how the data they share can improve their experience, help them find the right products, and provide relevant content.

Make sure any third-party tools you’re using meet the highest standards for privacy and compliance as well. For example, at Launch Labs, we comply with all current privacy and data security guidelines including FTC Safeguards, the California Consumer Privacy Act (CCPA), and the Telephone Consumer Protection Act (TCPA). Consumer data within the web application is encrypted using Transport Layer Security (TLS) and Secure Sockets Layer (SSL) during transit to user’s browsers.

Step 6: Personalize User Experiences

One of the most valuable uses for first- and zero-party data is to personalize the user experience. This can help you enhance customer satisfaction and retention, and gives users a good reason to share their data with you. 

The right tools can help you create value-added service and product offers tailored to each customer. The Ignite Offer Engine empowers you to craft engagement messages and offers for segmented shoppers based on their interests. They can be delivered via pop-ups or native inline messages. 

For mobile shoppers, the Ignite Conversion Hub features a set of conversion buttons optimized for mobile devices and customized to match user interests. All of these tools are built into the Ignite Audience Identification Platform.

Step 7: Iterate and Optimize

As the data begins to roll in, analyze it to understand the behavior, needs, and preferences of your users. Analysis can help you refine your strategy and optimize data collection methods. Of course, make sure that you have consent from users to analyze their data in this way. 

You can also use current shopper data to attract more site visitors with similar purchase intent. Modeled Audiences from Launch Labs prioritize first-party data to deliver precise targeting, leading to increased overall revenue. 

Download the First-Party Data Strategy checklist.

A well-designed first-party data strategy helps you gain actionable insights into user behavior, while respecting privacy and ensuring compliance. Launch Labs can help with powerful tools for data collection, user engagement, and conversion. Request a demo to see them in action.