--- title: "Shifting to First-Party Data for a Better Customer Experience" id: "29514" type: "resource" slug: "shifting-to-first-party-data" published_at: "2020-05-05T20:24:04+00:00" modified_at: "2025-10-20T20:45:02+00:00" url: "https://tealium.com/resource/whitepaper/shifting-to-first-party-data/" markdown_url: "https://tealium.com/resource/whitepaper/shifting-to-first-party-data.md" excerpt: "[mk_page_section bg_color=\"#007cc2\" bg_gradient=\"vertical\" video_color_mask=\"#72c118\" gr_end=\"#72c118\" video_opacity=\"1\" padding_top=\"100\" padding_bottom=\"0\" sidebar=\"press-releases-sidebar\"][vc_column css=\".vc_custom_1588639295136{padding-top: 2% !important;}\"][vc_row_inner][vc_column_inner width=\"2/3\" css=\".vc_custom_1588643784388{padding-right: 5% !important;}\"][mk_padding_divider size=\"50\" visibility=\"hidden-sm\"][mk_fancy_title tag_name=\"h1\" color=\"#ffffff\" size=\"36\" font_weight=\"300\" font_style=\"normal\" font_family=\"none\"]REPORT IT'S TIME TO CHANGE YOUR DATA STRATEGY[/mk_fancy_title][mk_fancy_title color=\"#ffffff\" size=\"31\" font_family=\"none\"]Shifting to First-Party Data for a Better..." taxonomy_resource_type: - "Whitepaper" taxonomy_product: - "AudienceStream Customer Data Platform™" - "DataAccess" - "EventStream API Hub™" - "Tealium Predict ML™" - "TiQ Tag Management™" taxonomy_topic: - "Data Privacy Governance" taxonomy_vertical: - "B2B" - "Financial" - "Healthcare" - "Media" - "Retail" --- Whitepaper # It's Time to Change Your Data Strategy ## Three Reasons to Shift to a First-Party Data Pick up a Truman and move him around.Pause wandering #### Third-party data is quickly becoming second class. With so many new privacy regulations and browser changes depreciating the value of third-party data, companies now need to shift to a first-party data strategy to continue their personalization initiatives and reduce the risk of data regulation penalties. The time to start developing a first-party data strategy is now. Download the paper to get started today. ### Learn more about first-party data— why it matters more than ever, how to get it, and how to put it to use safely and effectively. This whitepaper will show you: - The benefits of a first-party data strategy - The use cases that are possible with a first-party data strategy - Tips for building a first-party data strategy ## Featured Resources [Powered by Tealium](https://tealium.com/blog/teal-on-teal/how-we-used-our-own-stack-to-personalize-tealium-com/?db_surface=web&db_slot=0) ### Loading Learn more ### Loading Learn more ### Loading Learn more ### Submitted! Thank you! --- # It's Time to Change Your Data Strategy ## Shifting to First-Party Data for a Better Customer Experience ### The Current State: Data is Where CX Begins and Ends Third-party data is quickly becoming outdated. With customer data increasingly driving personalization strategies that fuel customer experience across marketing, sales, and support, having an effective data strategy is crucial. Customers demand consistent experiences across various channels, whether online or offline. According to studies, 69% of U.S. online adults prefer retailers that offer consistent service both online and offline. ### Personalized Experiences are Critical The age of one-to-many engagement is over. Customers expect personalized, relevant experiences, such as recognizing pages they've visited before contacting support. Without this, both B2C and B2B companies risk losing customers; 52% of B2C and 66% of B2B customers have stopped buying after bad service experiences. ### Time to Rethink Data Sources As third-party data diminishes, companies must adapt their strategies with a focus on personalization and privacy. A unified view of customer data at an individual level is essential for relevant experiences delivered with consent. Dropping fragmented approaches will reduce risk. ## It’s Your Party: Know Your Data Types Understanding the difference between zero, first, second, and third-party data is vital. First and third-party data are common, but knowing about zero and second-party data is important as well. First-party data is emerging as a priority due to privacy regulations and personalization needs. ### Comparing First and Third-Party Data First-party data is collected with consent, making it accurate and complete, while third-party data may not have explicit consent and is less timely. First-party data enables personalization and offers a competitive advantage as third-party data sources become less reliable. ### A Brief Guide to Data Types 1. **Zero-Party Data:** Provided by customers intentionally, like preferences. 2. **First-Party Data:** Collected directly from customer interactions. 3. **Second-Party Data:** Shared between companies from another’s interactions. 4. **Third-Party Data:** Aggregated and sold, often lacking direct customer links. ## Why Switch to a First-Party Data Strategy Now? The emphasis on first-party data arises from evolving privacy laws and the need to maintain personalized marketing strategies. With adjustments like changes in web browsers and increased privacy regulations, relying on third-party data will become unsustainable. ## The Benefits of a First-Party Data Strategy Switching to first-party data strategies opens new opportunities, including: 1. **Scalable Customer Acquisition:** Enhancing marketing efforts by analyzing user actions in real time. 2. **Improve Time to Insight:** Utilizing a Customer Data Platform to turn data into immediate insights. 3. **Govern Data Use According to Customer Consent:** Simplifying compliance with privacy laws through better data governance. ## Building a Data-First Strategy A data-first strategy emphasizes: - Connecting all data types. - Supporting compliance with data privacy regulations. - Working with existing technology stacks. - Delivering real-time data for an enhanced customer experience. ## Building a Sustainable Data Supply Chain To ensure a sustainable data strategy: 1. **Get Buy-In Early:** Engage stakeholders across departments. 2. **Standardize Data:** Ensure consistent naming conventions for clarity. 3. **Review Regularly:** Validate and integrate new data sources. 4. **Activate Conscientiously:** Respect customer privacy preferences. ## How Brands Are Putting It All Together Brands are using Customer Data Platforms to enhance personalization while maintaining regulatory compliance. For instance, healthcare organizations like Providence St. Joseph Health are integrating data sources for better patient interactions. The Barcelo Hotel Group improved its marketing success by developing a governed data supply chain—a strategy leading to increased revenue and reduced marketing costs. ## Conclusion Organizations across industries must adapt to focus on first-party data, integrating advanced technologies like Customer Data Platforms to ensure privacy and personalization. Transitioning to this strategy can be gradual, but the foundation laid by investments in a data-first approach will drive future success.