Combining First-Party Audience Data for Better Omnichannel Campaigns

This post is a part of our larger “The OTT Advertiser’s Guide to Second and First-Party Data,” click here to learn more.

Combining First-Party Audience Data for Better Omnichannel Campaigns. Targeting very specific people who are ready to convert is often a challenge that many advertisers experience. However, the better you are at delivering the right message to the right audience, the better the position your brand will be in to reach them. This is where first-party audience data is a key player in the effectiveness of your targeting efforts.

When you get familiar with the best ways to use first-party data in your marketing efforts, you’re looking at growth and advantages over the competition. In fact, according to Google, 89% of successful businesses say anticipating customer needs and providing assistive experiences along the customer journey are critical to growth. First-party data presents the information needed to ‘anticipate needs’ and ‘provide assistive experiences.’

Combine that with the incredible potential of omnichannel marketing, and you’ll maximize your advertising efforts! 

Leveraging First-Party Audience Data for Better Omnichannel Campaigns

First-party data collection is an essential source of target audience data that provides you with credible, trustworthy, and first-hand insight into who your audience is, their likes & dislikes, interests, behaviors, and more. It is pertinent information that directly influences your omnichannel campaigns by securing the data you need to successfully personalize and deliver a consistent consumer experience throughout all channels.

This by no means suggests that second and third-party data should be abandoned altogether. Rather, these data collections should be carefully vetted and supported by credible facts and sources. With that being said, if first-party data is accessible to you, it is already vetted and secured in-house.

Here’s what you need to know to leverage first-party audience data for a better omnichannel campaign. 

BENEFITS OF FIRST-PARTY AUDIENCE DATA COLLECTION

There are notable benefits in using first-party audience data collection over the alternatives. The difference between first, second, and third-party data is significant. First-party data is collected by you, while second- and third-party data are collected by another source, removing ownership.

Here are the two major advantages of first-party data. 

1. Accuracy

Your research and data come straight from the source, so it is the most accurate and valuable information you can receive. You can count on your data to be fresh because no other parties have had the chance to reach that same audience. It also affords you the ability to model that data for lookalikes to scale the reach of your own data.

You have to wait for the dataset to grow, then sift through an extensive amount of information, but the results are credible enough to rely on as a basis and foundation of your omnichannel campaigns. Furthermore, if you realize you’re not utilizing the right data and have to adjust your personalization efforts, you risk inconsistencies throughout your marketing channels that may confuse your consumers. 

2. Ownership/Exclusivity

You own it yourself! What’s not to love about the fact that the data is yours alone and cannot be distributed otherwise without your permission and credit. Not to mention, it is free to sift through and use as you please, so there’s no extra money coming out of the budget to obtain it from someone else.

Pro Tip: Consistency is the main difference between omnichannel and multichannel marketing. Don’t risk making your omnichannel campaign comparable to a multichannel campaign. They are not one-in-the-same, and you won’t want to sacrifice consistency in your customer’s experience for more sales.

OMNICHANNEL CAMPAIGNS WITH FIRST-PARTY DATA

You are looking at a more successful omnichannel campaign when you work with accurate data, and first-party data is the best way to guarantee your data is accurate. You enjoy all the benefits of an omnichannel campaign with the most in-depth data about your target customer at the palm of your hands, fueling the personalization and communication efforts at the core of your campaign. 

You have a better chance of organizing your omnichannel efforts to target specific buyers and reach them personally and effectively. It also proves that you know who they are, care about their specific needs, and are committed to resolving their problems directly.

THE SWEET SPOT OF DATA

While first-party audience data is the gold standard, it’s hard to obtain for many businesses, can be difficult to scale, and is rife with ever-changing privacy protection regulations (as it should be). 

This opens the door for a combination of data collection methods. Third-party data that is obtained from reliable sources is often a great way to test and validate first-party data. Along with customized second-party data, it can be introduced to help scale a campaign, test various data sets, and find the sweet spot of data that perfectly encapsulates your buyer. When you have the best representation of your buyer, your omnichannel campaign is set up to be as successful as possible.

Maximize Your Efforts

You can count on Strategus to help you influence action in your next campaign. While competitors are chomping at the bit to utilize unsupported and untrustworthy data, you can get ahead of the competition and make use of first-party audience data collection — and credible second/third-party data — to maximize the potential of your omnichannel campaign. Better yet, contact us today for a more in-depth look into our Encore Omnichannel technology and how data collection can grow your business.