People-based marketing and first-party data: the value of data… and relationships

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Improving and personalizing the customer experience , on the one hand, progressive, although not definitive, overcoming third-party cookies , on the other: in the era of data-driven marketing, it has never been so essential to start from consumers and the relationship established between them and the brand.

It is in this context that a new approach and a new marketing denmark telegram data methodology emerge, called people-based marketing , which, as you can easily guess, puts people at the center.

People-Based Marketing: What It Is
People-based marketing is about targeting an audience with relevant messages, wherever they are, by collecting customer data from online and offline sources. We can say that it is a marketing methodology that aims to put people at the center.

The value of first-hand data

To fully understand what people-based marketing is, it is important to consider the importance of first-party data .

People-based marketing uses first-party data collection, such as customer and transaction data, but not limited to, to better understand their behavior, interests, and desires.

First-party data is any information collected directly from audience behavior, typically through the website and its own channels, and therefore not from third parties. This type of data ranges from a customer's name and demographic information to the type of device they use to browse.

This is data over which companies themselves have greater control and exclusivity, as it is information they acquire through direct interactions with users on their channels.