Create a competitive advantage
The first-party data you collect with consent from customers is unique to your business.
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.
Whether you’re driving online sales or leads, responsibly generating first-party data and enabling privacy-preserving measurement are key components of your ads strategy.
Source: “Responsible Marketing With First-Party Data”, BCG, May 2020.
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.
Source: "Consumers Want Privacy. Marketers Can Deliver.", BCG, Jan, 2022.
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.
Multinational auto manufacturer, Kia wanted to reinvent their first-party data strategy to meet increasing customer expectations and regulatory demands around privacy. By creating a value exchange with customers and investing in Google Ads privacy-preserving technology to make the most of its first-party data, the company’s shift in strategy led to a 4x conversion rate.