Using the first-party / owner data of your customers as an advertising tool is a great way to broaden your reach across different types of audiences, thanks to valuable data collected on your business or e-commerce website.

The new Amazon DSP platform, a native advertising network launched by the e-commerce giantin 2020 enables companies to maximize sales by going beyond Branded Content and Sponsored Products and provides marketing teams and advertisers with the ability to access ad placements both inside and outside the Amazon network , and use as many retargeting campaigns and relevant audiences as possible, thanks to Amazon DSP’s “programmatic” capabilities.

Using this advertising solution to extend your reach and your marketing action will quickly become an element to consider as part of your digital strategy.

What is proprietary / first-party data?

Proprietary, or first-party, data includes all the information that a business collects about its customers. This usually includes data for any behaviors, actions or Austria Phone Numbers List interests demonstrated by customers on a website, which are of enormous value in planning your advertising campaigns.

The two main types of proprietary data are:


Data from CRM (Customer Relationship Management) software: Customer name, industry, company name, position / function, contact details, etc., and demographic information (age, gender, etc. .).
“Web Analytics” type data, which is more behavioral than demographic. They include information collected through the tagging of web pages of your e-commerce or business. “Behavioral data” is the information and data collected that helps track and monitor the actions of users online, such as knowing what a user will immediately look for after seeing a particular advertisement or reading an article on your website. blog.

The big advantage when your business uses its proprietary data is that it is data that it owns and owns, so there is no need to invest in data through other sources.

Thus, any company that has a website can use first-party data, and easily collect it on its website or social media where it is present, for example through lead capture forms. All of the data and information you glean from these sources is a gold mine that can tell you about your target audience, and can help you make the best ad spend decisions.

How is proprietary data a decisive asset for your online marketing campaigns?

Being able to use first-party data in setting up your marketing strategy is key to reaching a larger target audience and increasing your overall conversion rates.

Here is a list of 5 examples that show what your first-party data will allow you to achieve in digital marketing:

– Widen your reach
When you leverage your proprietary data across multiple platforms, you can logically adjust your campaigns to reach a larger audience.

– Offer smarter data purchasing choices
The first-party data you have can help you determine which customer information from third-party and second-party data would be most useful in improving the performance of your campaign.

– Know your audience better

The first-party data you have can tell you more about your customers than just basic demographic information. By knowing and understanding how your different customers interact with your website, you can much more easily analyze what your potential customers want, or conversely, what may have caused them to withdraw from the buying journey.

– Focus your efforts on prospects who have a very high probability of conversion
Your first-party data will allow you to create the detailed profile of your ideal customer. From there, you can use that “persona” information to your advantage, tailoring the ad targeting of your campaigns to the audiences most likely to convert.

– Customize your online advertising campaigns to target your ideal customers
With first-party data, you are able to make critical adjustments to the performance of your real-time advertising campaigns, including the messages they convey, by identifying who your customers are and knowing how. that they have previously interacted with your brand.

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