First-party data
First-party data
First-party data is information a business collects through its own interactions with people, such as enquiries, purchases or service activity.
How it works.
A CRM enquiry and an order record may be first-party sources. Their usefulness depends on accurate collection, clear definitions and a legitimate, appropriately communicated purpose for handling the information.
What to watch for.
First-party does not mean unrestricted. Access, retention and permitted uses still need to be considered. More collected fields do not automatically create better measurement, especially if they are incomplete or unnecessary.
Put the definition to work.
Start with the decision the data supports. Collect and share the information needed for that purpose, and keep the relationship between source records and reports understandable.