Draft:First-party data

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First-party data is information collected directly by an organisation from its own audience, such as customers, website visitors, or social media followers. This type of data includes user behaviour, purchase history, contact details, and engagement across digital platforms, CRM data, email or product subscription data, purchase history. First-party data is considered valuable because it is collected with user consent and is typically accurate and privacy-compliant ^[1].

This first-party data is stored within the business systems, such as CRM, marketing automation tools, call center platforms, and other sales, support, and marketing applications.

First-party data became essential with rising privacy concerns (privacy laws and regulations such as GDPR and CCPA) and shifting consumer expectations to a more personalised experience ^[2].

Many brands don’t have direct access to their customer data, and instead, they rely on second- or third-party sources. Even some Fortune 50 companies struggle to understand their customers clearly, making it challenging to create products that genuinely align with their needs ^[3].