Data Quality - First data party
Make sure your CRM is up to date, your customer knowledge optimised and your actions profitable!
Data coming from different communication channels has an irreversible impact on marketing strategies, the offer, the customer experience and, finally, the after-sales service. Companies need to know more about their current and potential customers to offer the right product at the right time. The initial data collection by companies is called first party data. Data-driven marketing activities and customer relations are mainly based on this data.
First data party and other types of data
First party data is raw data that is collected through various points of contact with users. The collection of data and its integration in the company’s CRM can be classified as first party data. Basically, first-party data is data collected directly from users. We can then differentiate so-called second and third party data. The latter come from indirect collections. Companies can generate other protection leads and therefore additional data to their initial business through partnerships. For example, affiliation, communication agencies, and retargeting tools will generate data that can then be used by a partner company. A company’s first party data can often become a third party’s second party data. Web-based collection methods such as cookies, market research or user panels generate data that is classified as second- or third-party data. These data are regularly enhanced by external actors to save time. In return, this external data collection provides additional information, thus contributing to better customer insight. This contributes to a better customer experience and product positioning.
Data sources
Companies with multiple contact channels now have access to a wide range of data using online or offline collection tools.
The company can establish a precise mapping of its customers according to their characteristics, social habits and behaviors. This mapping allows companies to customize their approach and messages according to the type of customer they are targeting.
The data is accessible in real time, allowing the company to quickly evaluate the success of its marketing campaigns by following the KPIs (key performance factors) defined beforehand.
First Data Party Security and Confidentiality
First level data or first data party generally concerns the most sensitive data collected on the customer (last name, first name, address, phone…). Processing errors or data leakage can be very costly to the company. Companies should secure their access and guarantee the confidentiality of their data.
These processes must comply with the regulations or legislation in force in the country of collection and processing. In Europe, data protection is governed by the RGPD, which has been in force since May 2018.
Companies must take into account all the aspects surrounding data, and employ different profiles within their teams (analysts, developers, CISO, DPO…)
In summary, collecting and processing all the data, whether it is First data party, secondary or third party, will strongly depend on its origin (source of collection) and its veracity. However, First party data must be treated with care because it is generally collected directly from the company’s customers.
A company’s success and profitability depend on data management and processing at each stage of the data life cycle. Optimizing this management is a demanding task, which requires a daily organization which Data Enso can help you with.
We can become your partner in your data reliability processes by implementing one of our Data Quality Management solutions.
Our validation, verification and enrichment solutions can be quickly and easily integrated into your data collection tools with little further development.
Besides our “real time” solutions, we can also clean up your current data, which is already stored in your system, using batch processing.