First-party data: what does it mean for your company and why should you care? That’s what we’re asking in the latest episode of our Listen & Think with Google podcast.
For Just Eat Takeaway’s chief marketing officer, Maurine Alma, it’s about ensuring they are ready and able to deliver what customers want precisely when they need it.
“What customers need and what we can actually offer them according to those needs, it’s extremely important to get that right,” she explains. “So when putting structures in place to enable you to orchestrate that on a very large scale, first-party data becomes even more important.”
First-party data: Why it’s more than tactical
There are several things to consider with first-party data, including privacy regulations and the deprecation of third-party cookies. As a result it’s easy to mistake it as a more ‘tactical’ part of your marketing operations. But as one of four key drivers of digital marketing maturity it should be a priority at all levels of an organisation.
We wanted to unravel what first-party data is, why it’s important, and how other companies are integrating it into their marketing plans.
Listen and Think together
Our host, journalist Lucy Hedges, discusses the finer details with Bryan Nelson, data and architecture specialist at Google Netherlands, and Camilla Steward, who leads Google’s digital marketing transformation programme in Europe, the Middle East, and Africa.
We also hear first-hand from executives at Just Eat Takeaway, Pandora, and Footway about why a privacy-safe strategy is critical for their business. We’ll be talking cookies, value exchange, and hangry moments, to name just a few things.
Enjoy, listen, and Think with Google!