First-Party Data Isn't Enough: You'll Need the Right Data Infrastructure to Derive Value From Your Marketing Data

When the digital industry began to discuss third-party cookie deprecation, one potential solution was to focus on growing first-party data. However, marketers should focus on data actionability and quality instead of volumes. Data infrastructure should be designed to make data contextual and actionable. It should connect signals to the right teams and incorporate intelligence from a number of first-, second-, and third-party sources.

Marketers have exclusive access to valuable first-party data and must incorporate second-party data to get more value from existing records. Data infrastructure should integrate lead and customer records without muddying the waters with outdated data. It must also be compliant with regulations and industry standards. By combining new data from sites and relevant second-party data, marketers can use infrastructure to re-engage leads that once seemed to have gone cold.

Data infrastructure is essential for any sustainable data strategy and marketers should focus on enriching data assets and expanding horizontally, not vertically. Utilizing the right tools and technology, marketers can effectively and compliantly augment first-party signals with second- and third-party data. With a strong data infrastructure, marketers can maximize insights gathered from diverse data sources and deliver results.