facebook twitter linkdin Instagram

Future of Marketing: First-Party Data

Google has announced that it will no longer rely on third-party cookies in 2024, leading to an exclusive reliance on first-party data. As we approach this update, businesses should begin preparations to remain ahead of their competition. If you aren’t sure where to start, consult with a knowledgeable website strategist. Our team at NUVEW Web Solutions delivers exceptional web development services for our clients. We continuously stay ahead of the latest Google updates to ensure our clients’ websites perform at their peak in search engine results pages. Below, we explore the future of marketing that is just on the horizon as websites will focus entirely on first-party data to provide an outstanding customer experience. 

What Is First-Party Data?

First-party data is the information that is directly collected from a company’s clients through its own sources, such as social media followers and site visitors. First-party data is owned by the company and is used in marketing to target customers with advertisements, as well as determine what an ideal customer looks like. 

Companies can collect first-party data in many ways, such as through CRM data, demographics, surveys and emails. First-party data serves as a foundation for creating a relevant, impactful marketing campaign.

6 Steps to Building a First-Party Data Strategy

As first-party data becomes important to your marketing goals, you’ll need to build a future-oriented strategy that prepares for the update in 2024. Consider these six steps to ensure your agency is well-prepared. 

1. Engage Your Leadership Team

Make sure your entire agency is prepared to manage data issues as you develop your business strategy in adherence to upcoming policies. You may need to reset your company’s measurement agenda or determine how your organization drives sales using digital channels. 

2. Rethink Your Data

Think about how you currently collect and use data. Examining your current strategy lets you build an effective strategy to easily share data between your team and your advertising platform. 

3. Build Trust Through High Privacy Requirements

Customers are generally ok with providing their data if it means getting something in exchange. Target a small number of clients who are willing to consent to provide their data for a personalized experience, as this serves as a better foundation for modeling.

4. Modify Your Policies

Considering the potentially sensitive nature of some information collected, various ethical risks and legal issues can arise depending on how you handle first-party data. While it’s currently unclear which methods of managing first-party data will be legal, advertisers should establish policies to explain how they handle this information.   

5. Act Quickly

Even though the Chrome cookie update won’t be here for a while, failing to act now could mean falling behind the competition. You may lose all kinds of valuable data, which can compromise your marketing efforts. Preparing now is vital to success. 

6. Work With Agencies

Some businesses may choose to work alongside an agency to ensure they are set for a world where privacy will be at the forefront of digital customer experiences. 

Contact Our Team

NUVEW Web Solutions can help you meet your marketing goals even as Google makes major changes to how its system works. Call us today to speak to a digital marketing expert. 



We Love to Help
Businesses Succeed.

Find out if we are a good fit for you.