Turning Data Into Gold

1. Introduction

Why first-party data is important for your business

Consumer awareness of how their data is being used, and potentially abused, has increased substantially due to the advent of tools like Apple App Transparency.

User choice has become the new way forward but who really benefits?
All the recent changes continue to consolidate power into the closed ecosystems of large tech firms like Google, Meta, and Microsoft via LinkedIn. In the meantime, Google has kept us all on our toes with changes to third-party cookies that have diverted marketers from a focus on first-party data collection. But it shouldn’t.

“What we’re witnessing is not a concerted push for a more privacy-focused and equitable advertising ecosystem from Google, instead we’re seeing the wolf of anticompetition disguised in grandma’s robes of user privacy.”

First-party Data – The Great Balancing Act

Providing a great user experience and gaining consent involves fine margins

6/10 B2B buyers don’t trust brands to use their data effectively

Source:
Salesforce 2024,
State of the Connected Customer

So, what is the answer?

Establishing a first-party data strategy is the way forward. And the Twogether first-party data five-step framework is here to help you through the journey.

Working closely with partners within your organization at each step of this simple yet powerful framework will allow you to turn your data into gold. By building trust in your brand and acquiring the insights required to deliver customer satisfaction, these steps will ultimately lead to company growth.