First-party data reveals audience behaviors, traits, preferences, interests, and more from your digital properties, CRM, POS, subscriptions, social channels, and mobile platforms.
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Making the most of your first-party data can be challenging.
Lack of systems integration.
Inability to optimize campaigns quickly.
Siloed data ownership.
Inability to create and activate segments.
You can achieve multiple objectives with the right data management approach.
Unified media data inside an integrated data management platform (DMP) provides a single, robust view of customers from the channels, devices, and interactions they have with your brand.
Using a DMP to help organize and target your audience data rather than building campaigns based on gut instinct can drive higher returns. Industry leaders rely heavily on first-party data to inform their marketing activities.
First-party data is a key component to site retargeting, CRM retargeting, and Facebook retargeting practices, reducing dependency on wasteful, one-size-fits-all campaigns.
With a customer profile in place, based on first-party data, you can improve personalization throughout the customer journey and learn to anticipate buyer intent more accurately.
Adobe Audience Manager gives you a complete view of your audiences by combining data sources and helping build unique audience profiles, so you can identify your most valuable segments and use them across any digital channel.
Best-in-breed experience makers know how to use the most powerful data they can get their hands on.
"We're able to understand customer behavior...turn it into something that shows a need…so we can trigger some sort of action on that need we've identified."
— Rob McLaughlin, Head of Digital Analytics, Sky
"The more you can centralize your data…the more relevant you're going to be."
— Aidan Lyons, VP Fancentric Marketing, NFL
Why should I pay attention to first-party data?
Your own data gives you the most accurate picture of your customers. Second- and third-party data provides more of a representative sampling due to privacy limitations related to the type of data may be shared and user consent restrictions.
Where does Adobe Audience Manager pull data from?
Ad servers, CRM/POS, email, SMS, mobile apps/web, call center, in-store beacons, and web-analytics systems.
Should I be concerned with data quality?
Not necessarily. Cookie- or session-based data from your web analytics platform, CRM systems, and business analysis tools provide control over how data is collected, processed, stored, managed and secured. Therefore, you can spot quality issues more easily.
How can first-party data improve engagement rates?
Customer details within your ecosystem provide greater relevancy to the experiences you deliver, so your customers are more likely to respond favorably to marketing experiences — as opposed to messages from brands they haven’t interacted with before.
Why should we invest in first-party data when we can easily buy third-party data?
Despite the investment required to capture and leverage first-party data, overall costs compare favorably over time versus buying data from a third-party vendor.
Does Audience Manager run on real-time data?
Yes. Our data management platform updates as data is ingested, providing a continuously clearer view versus second- and third-party data that come in fixed segments.