Data and Audience
First-party data is information about a consumer collected directly from that person’s online habits. It is an important piece of information that can help you understand your customers because it is based on actual interactions with your brand. In other words, it’s not hypothetical trends but actual habits by a real consumer. This data can include everything from purchase history and preferences to online behavior and other digital interactions that can be used to create marketing experiences tailored to a consumer’s interests as well as for making predictions about future behavior.