“If you’re basing everything off just your third-party data, then it’s probably not going to be as accurate… but if you’re only using first-party data, you’re probably not reaching new customers either.” – Emily Hakner.
Your data mix in a nutshell
Mastering your data mix requires balancing first and third-party data. Relying solely on third-party data risks inaccuracy – especially as Google phases out third-party cookies. While first-party data alone limits new customer acquisition. Managing your data with tools and platforms such as ASK BOSCO® helps you consolidate all your data into a single, powerful dashboard so you can break down silos and see the bigger picture. Enabling you to make better decisions, and ultimately help you better achieve your marketing goals.
Getting the most out of your marketing and business strategy isn’t just about collecting information, it’s about getting the most out of it. In this guide, our Director of Product, Emily Hakner breaks down the often-confusing world of first and third-party data, and the best approach to getting the perfect mix for better marketing.
What is first-party data?
Think of first-party data as information you collect directly from your audience or customers. This can include purchase history from your website, such as your Shopify store, email signups, website behaviour, and customer feedback. You own this data, which makes it not only more accurate but also privacy compliant.
First-party data examples:
- Website analytics (e.g. time spent on site, clicks)
- CRM data
- Purchase records
- Customer surveys
First-party data is incredibly valuable because it’s accurate, relevant, and fully under your control. Collected directly from your customers, it provides deep insights into their behaviours, preferences, and interactions with your brand. This data is not only more reliable than external sources but also privacy-compliant – no need to worry about cookies or GDPR! First-party data allows you to make personalized marketing, build stronger relationships, and drive higher engagement. Plus you maintain full control over how the data is used and stored.
And what is third-party data?
Third-party data is information collected by companies that don’t have a direct connection to your customers. It might include things like age, location, or what sites people visit. Some common platforms that provide this kind of data include Facebook, X and LinkedIn. It could also include data you’ve bought from an external data broker.
Third-party data examples:
- Demographic data bought from a data aggregator
- Behavioural targeting data from ad networks
- Data from cookies across other sites
While it’s not as personal or precise as first-party data, it’s still valuable because it helps you reach a larger audience, especially when trying to target people who haven’t interacted with your brand yet. It’s also useful for building audience segments and getting insights into broad trends across different groups, which can help with things like expanding your customer base or running large-scale campaigns.
First & third party data: Why you need both
On thing is clear, there’s no need to choose sides in the first vs third-party data debate. The smart move is combining both for a comprehensive data strategy.
- First-party data gives you precision and insight into your current audience.
- Third-party data helps expand your reach and find potential customers you haven’t met yet.
By using tools like ASK BOSCO® you can merge all your data into visual dashboards tailored for marketing teams. This mix gives you the flexibility to create actionable strategies while seeing the full picture. By consolidating your data in one place it makes it easier for you and your business to build strategies based on what your data shows you about your customers. From this you can build a better picture of the steps you and your teams should take when making purchasing decisions and building out new campaigns.
Whether you’re a startup on a tight budget or a large enterprise, mastering your data mix is a journey. The trick isn’t choosing between first-party or third-party data but understanding how they work together. Start with what you have. Scale when you can. And always be thinking a few steps ahead.
Got questions about how to manage your data? or how to bring it all together? If you want to chat about first- or third-party data, please get in contact with our team, at ASK BOSCO®, or you can email our team, team@askbosco.com.
