Blog 5 min 01/14/2021

Make First-Party Data Work for Your Marketing Strategy

first-party data marketing strategy

Like many others though, you’re probably wondering how to put a first-party data marketing strategy into action.  Understanding what first-party data is and how it can help reach your marketing goals is crucial. 

You can incorporate first-party data into your marketing strategy through a preference management portal.  This portal allows you to educate and provide transparency to your audience. 

Watch the Webinar: Trust is the New Currency: The Value of First-Party Data Capture  

5 Steps to Use your Privacy Portal as a part of your Marketing Strategy  

A portal serves allows users to make choices about their consent and preferences freely. Additionally, portals are a strategic opportunity for your brand to highlight its commitment to user privacy.   

A comprehensive privacy portal should contain five sections:   

  • Your company’s mission statement regarding user privacy: The homepage of the preference management center should have a mission statement that explains your approach to privacy. Similar to an “about us” page, this should be a key pillar of your brand promise.   
  • A user preferences section: Next, there should be a section for communication preferences. This allows users to easily opt-in or opt-out from communication types. Additionally, your company should provide options to choose communication frequency. Users should also have access to a log of their individual consent history.   
  • A user profile: Under the profile section, users should have full access to the data your company has collected. This might include their names, emails, phone numbers, and addresses. This section has two benefits. First, it allows the user to fill in any gaps or correct any data that needs updating. Second, this increase your organization’s transparency.  
  • Add experiential preferences: The user profile is a practical place to add additional sections called “experiential preferences” . This is where users can add data based on their preferences. As a result this allows you to create a much more personalized experiences. 
  • Your company’s privacy rights policy: In addition to housing your company’s privacy and security notices, this section makes it easy for your users to submit consumer requests, access your third-party processor’s list, and view your terms and conditions.  
  • User cookie settings:  It’s important to explain to your users exactly what kind of cookies are being tracked. Additionally you should outline what those cookies are used for. You should also provide an option to opt-out or in to tracking.

Setting up this portal is the first step for you to transition your reliance from third-party cookies. Once you do that you’ll be better able to find new ways to capitalize on first-party data.   

Conclusion: Invest in Preference Management   

There’s no denying it, first-party data is the way of the future. For advertisers and publishers to be successful, they’ll need to unite privacy with personalization. OneTrust PreferenceChoice can help.   

PreferenceChoice is a consent and preference software built to help marketers, publishers, and ad tech vendors operationalize consent management and comply with hundreds of privacy laws. Learn more about PreferenceChoice here or give it a spin for free today 

Further First-Party Data Marketing Strategy reading:  

Next steps on First-Party Data Marketing Strategy 


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