Article_Data_ZeroParty
2. First party data
Then there is data called "first party", which is collected via navigation austria whatsapp number data 5 million systems . This is generally mandatory information that the consumer must provide in order to finalize a purchase or access a service. This data is generally known to the public, but this is not always the case. This is data that is collected in particular via cookies. For companies, it is therefore important to have a transparent cookie policy, and to allow anyone not to accept cookies that are not strictly necessary for navigation. The obligation to obtain free and informed consent therefore falls on the company that collects the data.
Article_Data_1stParty
3. Third party data
Finally, there is a category of data called "third party". This is all the data collected and processed via intermediaries and subcontractors . Most of this data is cut into segments, anonymized and purchased from third-party companies that are not the initial collectors of the data. This is the data that is most often used by marketers for advertising or targeting purposes. For this category of data, the end consumer is often not even aware that their data, for which they have probably given initial consent, is shared with a number of companies that they may not even know exist . It is therefore essential, as a company, to inform in a sufficiently clear manner with which parties the collected data will be shared.
This issue was highlighted by the Grindr case , for which the Norwegian data protection authority imposed a record fine of €9.6 million. In this case, a dating app shared a certain amount of data concerning its users with third parties, without any legal basis.
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A transparency issue
For companies, the challenge here is to be as transparent as possible about how the data was collected, as well as the objective pursued. Companies will have to adapt their strategy by getting closer to their customers since "first-party" data is crucial . To do this, marketers must learn to know their audience better and, above all, to consolidate and use wisely the data they already have. It is no longer the quantity of data that is popular, but on the contrary, it is the quality that takes precedence . As a result, companies will have to demonstrate agility and focus their efforts on a new data collection strategy . Today's consumers - and tomorrow's - value personalization, but not at the cost of their privacy.
On the consumer side, we can expect them to continue sharing their data, with the impression that they have better control over it. Offering a transparent experience to the consumer will, at the same time, increase their loyalty to the brand. This involves, in particular, a privacy policy that is clear and understandable for the consumer. It is therefore a win-win operation: positive for increasing consumer confidence, but also for the company as such.
Indeed, not knowing where the data comes from, and a fortiori, how it was collected, can constitute a legal risk for the company. On the one hand, the company may be in violation of the GDPR and, on the other hand, may suffer reputational risks, in the event of a complaint from the data owners. By focusing on “zero-party” or “first-party” data, marketers can ensure compliance with the GDPR since they are the ones who collected the data . By adding a simple opt-in to an online form for example, consent is easily obtained and that’s it. Based on this, the marketer can send consistent and personalized communications.
In this regard, we can only advise you to turn to “zero party” type data. Actito’s recent association with the Qualifio solution makes it possible to
