Few brands, agencies or publishers are truly happy with their data platforms – if they have one at all, that is (disclaimer, I’m the MD at predictive data management platform 1plusX).
As the recent World Cup penalty shootouts showed, the most successful goalkeepers don’t aim for where the ball is, they jump for where it is going.
You’ve heard of first- and third-party data, its much more famous siblings. But how much do you know about second-party data?
Second-party data is a much newer entrant to the marketing and advertising landscape than the first- and third-party varieties, and relatively little is known about it as a result.
The GDPR goes into effect in less than two weeks and while many companies are focused on executing their compliance strategies, it’s not too early to start thinking about the future of data in a post-GDPR world.
Here are how first, second and third-party data will likely be affected by the game-changing regulation.
The landscape for pharma marketing is changing rapidly and pharma companies are being forced to rethink how and to whom they market.
For example, it’s now reasonable to talk about the possibility of a pharma company shunning sales reps entirely and instead using digital channels to reach healthcare professionals and patients directly – an approach that probably would have seemed unthinkable less than a decade ago.
I’m not trying to teach anyone how to suck eggs here. Perish the thought.
But let’s face it: some of you probably just smile and nod when somebody starts going on about the merits of ‘second-party data’.
Sure, everyone knows what these terms mean in principle, but in this post I’m going to break down three key types of data – first-party, second-party and third-party – and explain what they all mean, where the different data sets come from and the pros and cons of each.
First-party data could prove to be the future of online display advertising, according to our new report Digital Publishing: Increasing Advertiser Value Through Data and Identity.
Published in partnership with Signal, the report reveals the opportunities for publishers in the troubled digital advertising world.
As rumored earlier this year, Google has announced Customer Match, a new ad targeting product that gives AdWords advertisers the ability to target their customers through Google Search, YouTube, and Gmail.
For years, third-party data has been the mainstay of digital marketing, but today’s highest performing companies are increasingly looking internally, to their own first-party data.
It’s essentially a data-driven marketing revolution. Despite a predictable backlash to the overuse of terms like big data, it can’t be underestimated how firmly established the role of data already is in marketing and the benefits that can be derived.
In this four minute video, we introduce our new research paper The Promise of First-Party Data, conducted in partnership with Signal.
Marketers are under enormous pressure to turn data into customer knowledge, competitive advantage and ultimately profit.
Our brand new report The Promise of First-Party Data examines the opportunities in the proprietary data they already have (or should have).