What is primary data?
First-party data collection (also known as primary data collection) can be defined as data collected directly from the source for you to use for specific purposes.
The main purpose of first-party data collection is to gather information that provides insights into audience demographics and their behaviour. This information can vary depending on who is collecting it. Read on for some examples of different forms of first-party data collection. Since the collected information comes directly from the source, the accuracy of the data should be of the highest quality.
Alternatives to first-party collection are, of course, second- and third-party data collection:
Second-party data collection - data that companies will purchase and which can be used for market research or outreach purposes.
Third-party data collection - a collection of information from multiple sources that will include multiple data points.
How can primary data be collected?
Primary data can be divided into two main categories, qualitative and quantitative .
Qualitative - descriptive information that can be used to gather insights on topics or ideas that are not well understood.
Quantitative - numerical and data-driven insights that can be used to reveal the behaviour of certain people or confirm internal hypotheses.
Although there are two forms of data that can be collected directly, the methods below can be tailored to suit the desired outcomes.
Methods of collecting data directly
Guest WiFi
Free WiFi has been a standard in venues for almost a decade and is used by venues to collect information about their customers in real time. Through portal access, customers are able to gain internet access in exchange for their name and email address, for example.
Customer surveys & reviews
Both surveys and reviews are excellent examples of primary data collection strategies. Used primarily to understand, both primary collection methods can be automated to be sent at the right time to maximise engagement. Customer surveys and reviews can be used by companies that want to collect insights on their customer and employee experiences and then make improvements based on the feedback.
Venue sensors
This example can help businesses understand how efficiently their venues are being used and where they can be optimised to influence buying behaviour. By monitoring where visitors enter the venue and where they dwell at points of interest, new data can be uncovered to inform decisions that positively impact revenue.
Where did all the cookies go? The loss of third-party cookies
Since the introduction of cookies in 1994 , which enabled corporate websites to become new business spaces, we have never looked back. The ability to navigate through a website as an end-user revolutionised the way businesses direct their products and guide the customer experience.
Subsequent developments meant that businesses could use collected insights to benefit the end-user experience, and use their browser as a vehicle for further advertising. Having direct contact with their customers, businesses worldwide were able to target specific advertisements and content. But not anymore...
With Google aiming to phase out all third-party cookies by 2022 , cross-site tracking will no longer be an option for businesses. Those who have built their marketing plans around this capability will have to restructure their plans and focus heavily on first-party data collection.
In Claravine's blog ' 3rd-party is dead: How to improve your first-party data strategy ', they mention the ways in which enterprise businesses will have to overcome this issue:
“Software vendors, companies, and marketers will try a variety of approaches to address these new challenges, including “device graphs,” Google’s “Privacy Sandbox,” non-cookie-based ID matching technologies, publisher alliances, and other experimental means.” - Michael Shearer , author of the Claravine blog
So what are some ways to make up for the loss of third-party cookies?
Gated content, progressive profiling, Google Analytics
Gated content
Gated content is any content that your visitors can only access after providing their information. This form of data collection allows businesses to gather first-party information at the start of the user experience or before granting access to high-value content like e-books and whitepapers.
Progressive profiling
As defined by OptinMonster, 'progressive profiling is a method of gathering relevant information on your leads in small increments rather than asking for too much data all at once.'
By structuring the stages in which businesses collect their customers' information, users are more likely to provide insights if the return is sufficiently beneficial, or provides a good amount of value.
For example, Purple could release a series of whitepapers, but accessing each paper requires a different amount of data:
Wp1 - First name, and email address
Wp2 - Company name, and job title within the company
Wp3 - Company size in employees, and company size in ft2
Google Analytics
Despite the removal of third-party cookies from Google's services, Google Analytics will still provide users with insights into their website's performance. Once cookies for cross-site tracking are removed, Google Analytics will still be one of the most beneficial first-party data collection methods.
Businesses that have focused most of their efforts on driving traffic from ads shown to past visitors will need to shift their focus to goals and event-based tracking. Capturing and understanding all the elements that Google Analytics can report on will be highly challenging and time-consuming; however, once set up and working in tandem with new marketing strategies, GA will be a primary source for many businesses.
How is data collection monitored, and what are the legal elements?
We have a full blog on the importance of data security and the legal elements that ensure personal data is being kept secure. You can find it here .
To understand how capturing customer data within your venue compensates for the loss of tracking cookies, use our interactive WiFi marketing ROI calculator to model your database growth.
