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First Party Data is King


Dec 3, 2014, By Duff Anderson

Digital marketers have an enormous amount of data at their fingertips, but it’s important to understand that not all data is created equal.

Today, digital marketers have an enormous amount of data at their fingertips, but it’s important to understand that not all data is created equal. In an article in AdExchanger, Peter Kim said that, “More than ever, first-party data represents a critical foundation for future marketing plans because it’s the only data that your competition will never have.” This is because first party data is data that YOU collect. First party data ranges from behavioral data to social data to purchase data to many other data streams. But did you know that customer feedback is one of the most valuable sources of first party data?

At iPerceptions, we are changing the way companies leverage customer feedback. Recently, I wrote an article on how first party customer feedback, specifically visitor intent, is leveraged in real-time to create more relevant and engaging retargeting campaigns. Until recently, customer feedback sat siloed from marketing technologies in the form of experience and satisfaction reports. However today, with iperceptions Active Recognition for Retargeting, market research has evolved from its traditional role of explaining customers past experiences, to recognizing a visitors intent in real-time without the need to ask them. By being relevant and matching retargeting campaigns to a visitor’s intent, you can better align ad content and be more strategic with your bidding strategies.

Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience. As SVP and Co-founder at iperceptions, Duff is responsible for providing expert advice to organizations on how to gain a competitive advantage across the customer lifecycle and improve the customer experience.

First Party Data is King


Dec 3, 2014, By Duff Anderson
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Digital marketers have an enormous amount of data at their fingertips, but it’s important to understand that not all data is created equal.

Today, digital marketers have an enormous amount of data at their fingertips, but it’s important to understand that not all data is created equal. In an article in AdExchanger, Peter Kim said that, “More than ever, first-party data represents a critical foundation for future marketing plans because it’s the only data that your competition will never have.” This is because first party data is data that YOU collect. First party data ranges from behavioral data to social data to purchase data to many other data streams. But did you know that customer feedback is one of the most valuable sources of first party data?

At iPerceptions, we are changing the way companies leverage customer feedback. Recently, I wrote an article on how first party customer feedback, specifically visitor intent, is leveraged in real-time to create more relevant and engaging retargeting campaigns. Until recently, customer feedback sat siloed from marketing technologies in the form of experience and satisfaction reports. However today, with iperceptions Active Recognition for Retargeting, market research has evolved from its traditional role of explaining customers past experiences, to recognizing a visitors intent in real-time without the need to ask them. By being relevant and matching retargeting campaigns to a visitor’s intent, you can better align ad content and be more strategic with your bidding strategies.

Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience. As SVP and Co-founder at iperceptions, Duff is responsible for providing expert advice to organizations on how to gain a competitive advantage across the customer lifecycle and improve the customer experience.

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