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Use first-party data to power your ad strategy
In a world without third-party cookies and individual identifiers, first-party
data and machine learning will support a successful digital marketing
strategy. First-party data is information customers have consented to provide,
like an email address or phone number that your business directly collects and
owns.
Ad growth starts with a foundation in privacy
Whether you’re driving online sales or leads, responsibly generating first-party
data and enabling privacy-preserving measurements are key components of your ads
strategy.
54% of consumers would stop using/visiting a brand’s website/app completely and 47% would stop buying products from a brand if they violated their trust.
Source: Google/IPSOS, APAC Consumer Expectations: Understanding Data Privacy
Ethics for Effective Marketing, Australia, n=1500, Internet users,
January-March 2022
The value of first-party data
Create a competitive advantage
The first-party data you collect with consent from customers is unique
to your business.
Enhance audience strategy
Your first-party data can help you understand your most valuable
customers and tailor messaging to improve campaign performance.
Inform business decisions
First-party data tells you how people are engaging with your business,
which can guide product development and inform strategy.
Fuel machine learning
Combining first-party data with machine learning can help you reach
more customers and get an accurate picture of your media impact – even
when less data is available.
Grow your first-party data with the right value exchange
It’s important to maintain customer trust by keeping their data safe, so be sure
to make your privacy policies clear and accessible, and be transparent about how
you use your customers’ data. Here are a few ways your business can generate
first-party data by providing value to customers in exchange for their
information:
1 - Early access to product launches.
2 - Content or product recommendations.
3 - Notifications when an item is back in stock.
4 - Loyalty programs that offer rewards or exclusive benefits.
1 - Early access to product launches.
2 - Content or product recommendations.
3 - Notifications when an item is back in stock.
4 - Loyalty programs that offer rewards or exclusive benefits.
Ninety percent of consumers are willing to share their personal information for the right incentive, such as improved convenience or a personalised experience.
Source: “Consumers Want Privacy. Marketers Can Deliver.”, BCG, Jan, 2022.
Invest in privacy-centric advertising solutions
Generate insightful and actionable first-party data from your website
visitors by enabling Google Ads privacy-preserving technologies. In this
next section, you’ll learn how these solutions work together to build a more
complete picture of your marketing performance, and how to use machine
learning to help you reach your audiences and unlock valuable insights.
Open Universities Australia partnered with Google to set up offline conversion data integrations so they could import more meaningful business information into their Google Ads campaigns.
OUA achieved a 30% reduction in cost per new prospect through their Google
performance channels year-on-year. And they’ve been able to increase their
total provider revenues through their marketplace by 49%.
Check out more resources on first-party data
