Data Quality - First party data
Make sure your CRM is up to date, your customer knowledge optimized and your actions profitable!
Data from the various communication channels has an irreversible impact on the strategies implemented by marketing departments, on the offer proposition, on the customer experience and, last but not least, on the after-sales service offered to the customer.
In order to offer the right product at the right time, companies need to know more and more about their current customers, but above all about their potential customers or prospects.
Initial data collection, carried out by the companies themselves, is known as first-party data. Data-driven marketing and customer relations are primarily based on this data.
First-party data and other types of data
First party data is raw data obtained through the various points of contact with users. We can therefore classify data collection and its main integration into companies' CRM systems as so-called first-party data.
Simply put, first-party data is data collected directly from users. A distinction can then be made between second- and third-party data.
These come from indirect data collection. In fact, by setting up partnerships, companies can generate other avenues of protection, and thus data that complements their initial business. For example, affiliate marketing, advertising agencies and retargeting tools will collect data that can then be made available to a partner company. To clarify the subject, often a company's first-party data can become a third party's second-party data.
Internet data collection methods such as cookies, market research or user panels generate data that we classify as second- or third-level data.
To save time, this data is regularly enriched by external players. In return, this external data collection provides additional information, thus contributing to the enrichment and enhancement of customer knowledge. This evolution in customer knowledge, once integrated, contributes to improving the user experience or product positioning.
Data sources
Companies with multiple contact channels now have access to a multitude of data via online and offline data collection tools.
In this way, the company establishes a precise cartography of its customers according to their characteristics, social habits and behaviors. This mapping enables companies to personalize their approach and messages according to the type of customer they are targeting.
With data accessible in real time, companies can quickly assess the success of their marketing campaigns by tracking pre-defined KPIs.
First Data Party security and confidentiality
First-level or first-party data generally concerns the most sensitive data collected on the customer (surname, first name, address, telephone number, etc.). Errors in processing or data leakage can be very costly for a company. Companies therefore need to secure access to their data and ensure its confidentiality.
These processes must be applied in compliance, at a minimum, with the regulations or legislation in force in the country of collection and processing. In Europe, data protection is governed by the RGPD, implemented since May 2018.
In order to take into account all the aspects that revolve around data, companies need to staff their teams with a wide range of profiles (analysts, developers, CISOs, DPOs, etc.).
In short, the collection and processing of all data, whether first-party, secondary or third-party, will strongly depend on its origin (source of collection) and its veracity. Nevertheless, first-party data must be handled with care, as it is generally obtained directly from the company's customers.
A company's activity, success and profitability depend on the management and processing of data at every stage of its lifecycle. Optimizing this management is a demanding task, requiring day-to-day organization, for which Data Enso provides support.
We propose to 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 integrated quickly and easily into your data collection tools, with little development work.
In addition to " real-time " solutions, we can clean up your current data, already stored in your system, using batch processing.