What Marketing Data Really Counts?
There are essentially three types of marketing data—first-, second-, and third-party—all of which have exited in some form long before the explosion of big data. “First-party data is that which you collect, compile, and own on a proprietary basis,” says Margulies. “A customer fills out a registration form, or signs up for your loyalty program, comes to your website and browses different pages, fills in a shopping cart, and so forth. You collect information from all of those transactions. That’s first-party data.”