The protection of personal data on the one hand, the need to implement effective profiling and customer experience personalization strategies on the other : in the Wild West of the web, between increasingly strict regulations and increasingly personalized marketing campaigns, it seems almost impossible to find the right balance, but this is not the case.
While the third-party cookie apocalypse does indeed mark the end of more “brazen” use of user data, more ethical and GDPR-compliant approaches are possible.
In this regard, a study conducted by the Boston Consulting Group (BCG) on behalf of Google and published in May 2020 ( Responsible Marketing with First-Party Data ), shows that an "ethical" use of proprietary data and consumer a complete list of unit mobile number database information is possible and, above all, desirable , since it can lead to a considerable increase in business revenues .
Data and information about your users are essential to implementing customer-centric marketing strategies , but their collection and use must be framed within a real relationship that is established between the brand and the user/customer , a relationship that presupposes a fair and transparent bilateral exchange of value.
This is where first-party data and zero-party data come in , the future of personalized marketing.
But what are they and how to best use them? Let's be clear.