{"id":61623,"date":"2020-06-16T07:00:45","date_gmt":"2020-06-16T11:00:45","guid":{"rendered":"https:\/\/zetaglobal.com\/?p=61623"},"modified":"2025-06-17T13:15:31","modified_gmt":"2025-06-17T20:15:31","slug":"customer-intelligence-from-first-party-data","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/articles\/customer-intelligence-from-first-party-data\/","title":{"rendered":"Extracting Customer Intelligence From 1st-Party Data"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"61623\" class=\"elementor elementor-61623\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-af9ee44 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"af9ee44\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-16a916f\" data-id=\"16a916f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-74100a9 elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"74100a9\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-1  article-hero--has-image\">\n\t\t<div class=\"article-hero__wrapper\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"article-hero__image\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2020\/06\/Extracting-Customer-Intelligence.png\" alt=\"Customer Intelligence From First-Party Data\">\n\t\t\t\t\n\t\t\t<div class=\"content-eyebrow\">\n\t\t\t\t<div class=\"content-eyebrow__metadata\">September 27, 2023&nbsp;|&nbsp;<span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> &lt; 1<\/span> <span class=\"rt-label rt-postfix\">min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t<h1 >\n\t\t\t\tExtracting Customer Intelligence From 1st-Party Data\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-df83c91 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"df83c91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-81837eb\" data-id=\"81837eb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-006da9e zeta-content elementor-widget elementor-widget-text-editor\" data-id=\"006da9e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>There is a misguided belief amongst brands in all industries that 1st-party data is inherently valuable\u2014it\u2019s not. 1st-party data is only valuable if it can be translated into actionable insights that enhance a brand\u2019s understanding of the customer. In other words, extracting customer intelligence from 1st-party data is where the true value lies.<br \/><br \/><br \/>However, most brands don\u2019t have the technology, resources, or infrastructure to execute the extraction process. They lack both the artificial intelligence-enabled tools as well as the requisite third-party data set (the bigger the data set the better in most cases) to get the job done.\u00a0<br \/><br \/><br \/>This performance gap makes it difficult for brands to do a number of things that contribute to their overall relationship with consumers:\u00a0<br \/><br \/><\/p><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Extract max value from their CRM systems.<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Merge offline customer data with online data.<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li>Connect with consumers across channels and devices.<\/li><\/ul><p><br \/>Surmounting these challenges is why it\u2019s so critical for brands to bridge the gap, and learn to extract customer intelligence from 1st-party data.\u00a0<br \/><br \/><\/p><h2>Pulling customer intelligence from 1st-party data<\/h2><p><br \/>Bridging the gap requires a willingness to partner with an external organization that specializes in the acquisition and processing of digital signals that can enrich a brand\u2019s 1st party data.\u00a0<br \/><br \/><br \/>In forming such a partnership, brands enhance their ability to monitor customers and their behaviors across all devices and channels.\u00a0<br \/><br \/><br \/>Over time, that leads to a clearer picture of <i>who<\/i> the customer <i>really <\/i>is:<br \/><br \/><\/p><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Preferences<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Expectations<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li>Hopes, dreams, desires<\/li><\/ul><p><br \/>And what\u2019s going on in the customer\u2019s life&#8230;are they:<br \/><br \/><\/p><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>In between jobs?<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Moving to a new city?<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li>Marrying or starting a family?<\/li><\/ul><p><br \/>Therefore, these are the insights brands need to create marketing collateral and campaigns. The kind of campaigns that are informative, aspirational, and personalized to the prospective customer.<br \/><br \/><br \/>Moreover, it allows brands to see how individual consumers\u2014as well as the broader consumer audience\u2014are evolving in real time. It eliminates the need to make bold predictions about who the consumer will be a week, month, or year from now.\u00a0<br \/><br \/><br \/>Instead, brands can see who that consumer is at this very second. Thus allowing for real-time optimizations that boosts marketing performance today instead of six months from now.\u00a0<br \/><br \/><\/p><h2>Applying customer intelligence from 1st-party data across the entire journey<\/h2><p><br \/>In order to develop an effective system for extracting customer intelligence from 1st party data creates value in three key arenas:<br \/><br \/><\/p><p>\u00a0<\/p><ol><li style=\"list-style-type: none;\"><ol><li>Pursuing net new customers.<\/li><\/ol><\/li><\/ol><p>\u00a0<\/p><ol><li style=\"list-style-type: none;\"><ol><li>Upselling existing customers.<\/li><\/ol><\/li><\/ol><p>\u00a0<\/p><ol><li>Retaining existing customers.<\/li><\/ol><p><br \/>While brands love to use their marketing and data-based insights to acquire new business and extract more value from current customers, it\u2019s arguably the third arena that\u2019s the most valuable.\u00a0<br \/><br \/><br \/>This argument is strong considering the state of the economy is making it difficult to:<br \/><br \/><\/p><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Acquire new customers<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li>Convince existing customers to spend even more<\/li><\/ul><p><br \/>Factor in the old adage that it costs 5X as much to acquire a new customer as it does to keep an existing one, <i>and<\/i> the fact a <a href=\"https:\/\/media.bain.com\/Images\/BB_Prescription_cutting_costs.pdf\">5% improvement in retention can increase profitability by more than 90%<\/a> and it\u2019s easy to see why quality customer intelligence is so important beyond acquisition.<br \/><br \/><br \/>To learn more about what it takes to extract customer intelligence from 1st-party data, check out this helpful post on identity resolution in a real-world scenario. Or this post on identifying intent within a consumer audience.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Extracting Customer Intelligence From 1st-Party Data There is a misguided belief amongst brands in all industries that 1st-party data is inherently valuable\u2014it\u2019s not. 1st-party data is only valuable if it can be translated into actionable insights that enhance a brand\u2019s understanding of the customer. In other words, extracting customer\u2026<\/p>\n","protected":false},"author":1,"featured_media":58931,"menu_order":0,"template":"","tags":[23,191,221,319],"insight-category":[26],"class_list":["post-61623","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-ai","tag-data","tag-customer-intelligence","tag-1st-party-data","insight-category-articles","topic-data-and-identity-cdp"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":null,"_yoast_wpseo_primary_category":526,"_wpml_media_has_media":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>1st-Party Data Marketing Customer Intelligence<\/title>\n<meta name=\"description\" content=\"As we say goodbye to third-party cookies, businesses must learn how to leverage first party data in marketing. See how you can gather customer intelligence.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zetaglobal.com\/resource-center\/articles\/customer-intelligence-from-first-party-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"1st-Party Data Marketing Customer Intelligence | Zeta Global\" \/>\n<meta property=\"og:description\" content=\"As we say goodbye to third-party cookies, businesses must learn how to leverage first party data in marketing. 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