It’s time to break up with third-party data
Things started off so well: Cookies helped make the web more personal. But then businesses started buying and selling customer data, everybody’s information got a lot less private, and all that behind-the-scenes tracking started to feel more like stalking. Now that regulations are cracking down on third-party data practices, it’s time to move on—before things get messy.Get our guide to moving on
Data that builds better relationships
Something money can't buy.
First-party data (or Customer-First Data™, as we like to call it) is information that you gather directly from your customers. The process isn’t so different from dating: You ask about their interests, get their number when it feels right, and earn their trust. There’s no need to settle for third-party data when you can learn so much through sign-up forms and the activity on your ecommerce store. And all the info you collect is yours.Get advice on going customer-first
How brands are adapting
Things you might be wondering about
You probably have
Customer-first data™ is data that’s sourced directly from a prospect or customer. It includes both zero-party data (information that someone proactively gives to you, like their email address, phone number or birthday) or first-party data (information observed by a brand about someone on their owned properties, like what products they clicked on your website). All customer-first data™ can be used to create special and personalized communications with individual users.
Touche, but no! While Klaviyo could technically be considered a third-party marketing platform, the data you use in Klaviyo is not third-party data. Klaviyo gives you everything you need to collect, analyze, and build campaigns with customer-first data™, using straightforward methods like forms for email address capture. And the data you collect is yours to use.
Nope! They’ll still work, but third-party prospecting and retargeting through display ads could be less effective. If brands can’t access as much rich data about individuals, it could make ad targeting more challenging and less efficient. Plus, attribution windows on advertising platforms may be shorter, causing lower activity attribution and therefore a lower return on Ad Spend (ROAS).
With more than 265,000 forward-thinking brands trusting Klaviyo for their eCommerce marketing, we maintain a modern platform that gives you control of your customer data so that you can focus on growing your business. Klaviyo’s platform empowers you to own your data and does not rely on third party cookies to track user behavior, which is why our customers are already well positioned in the shift towards first party cookie tracking. Klaviyo encourages the compliant collection of your users’ data as they come to your site, so that you can deliver personalized messages to subscribers and continue growing your business.
Apple’s most recent iOS 15 announcement is unrelated to third party cookie tracking. You can learn more about the possible implications to your business here.
Advice that’s actually useful
A thing or two about a thing or two.
Entrepreneurs, business owners, marketing directors—we’ve partnered with the best and brightest to create the ultimate guide to ditching third-party data and going customer-first.
We're not the only ones talking
Cookies in the news
Apple users don't want to be tracked and new privacy rules are already making life harder for Facebook's advertisers https://t.co/M9GAdtZwsL
— Bloomberg Technology (@technology) July 14, 2021
Google tracking cookies ban delayed until 2023 https://t.co/wn4AUd4NdV
— BBC News Technology (@BBCTech) June 25, 2021
— WSJ Tech (@WSJTech) April 28, 2021
Heard on the Street: Amid some high-profile executives departures, Facebook’s advertising business is facing fundamental challenges from Apple’s privacy drive https://t.co/ADrtJsMddn
— WSJ Markets (@WSJmarkets) June 12, 2021
Five things to know about Apple's iOS update https://t.co/hRJWze3S02
— BBC News Technology (@BBCTech) April 27, 2021