Data is one of the most important tools brands and retailers can use to effectively meet the needs of their customers. However, privacy concerns have altered how it will be collected going forward. Consumer consent has become critical, prompting Firefox, Safari, and Chrome – three of the world’s most popular web browsers – to take measures toward requiring consumers to opt into data tracking.
As a result, marketers are looking to first-party data instead. First-party data is a logged-in state that consumers opt into, such as when they sign into a rewards program at their local supermarket. It can include information like names, email addresses, phone numbers, and other personally identifiable information (PII).