Why and how to improve your 1st party collection strategy

The digital marketing landscape is undergoing its most dramatic transformation in a decade. Between the tightening of GDPR regulations, the arrival of the Digital Markets Act (DMA), and the planned end of third-party cookies on Chrome (following Safari and Firefox), brands are losing sight of their audience. Continuing to base your acquisition strategy on third-party data is not only risky, but will soon become impossible.

In this context, first-party data (the data you collect and own) becomes your most valuable asset. In this exclusive webinar, Amaury Ortolland, Data Expert at Welyft, explains how to turn this regulatory constraint into a business opportunity.

Why is first-party data your new currency?

Unlike data rented or purchased from aggregators, first-party data is free, reliable, and exclusive to your company. It reflects your users' actual interactions with your brand.

During this session, we explore the three pillars of an autonomous data strategy:

• Technological independence: No longer depend on the goodwill of GAFAM to get to know your customers.
• Privacy compliance: Collect data in a transparent and consent-based manner (Consent Mode V2), strengthening brand-consumer trust.
• Targeting accuracy: Use actual behavioral data rather than vague probabilistic models.

How to collect qualified data?

The challenge is not technical, it is transactional. Why would a user give you their information? Amaury discusses the concept of "Value Exchange. "

To enrich your CRM without creating friction, you need to shift from a "capture" mindset to a value exchange mindset. We detail concrete tactics such as:

• Progressive Profiling: Don't ask for everything at once. Enrich the customer profile as they visit your site.
• Gamification and Quizzes: Collecting "Zero Party Data" (explicit preferences) in a fun way.
• High-value Lead Magnets: Exclusive content, tools, or early access in exchange for an email address.

Personalization as a driving force

Having data is good. Using it is better. An inactive database is a cost; an active database is a profit. The webinar demonstrates how to inject this first-party data into your optimization tools (such as VWO) to:

• Customize the user experience (UX) in real time according to the visitor segment (e.g., loyal customer vs. new visitor).
• Create more effective "Lookalike" audiences (statistical twins) for your media campaigns.
• Reduce acquisition costs by excluding your current customers from your prospecting campaigns.

Watch the Replay: Strategies and Case Studies

Immerse yourself in this 45-minute session to assess your current data maturity and discover the steps to building your own customer repository.

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Conclusion: Take back control of your data

The transition to a First Party Data strategy is not an option; it is essential for the survival of tomorrow's marketing performance. By structuring your data collection today, you can secure your future revenue against the vagaries of advertising platforms.

Not sure where to start when it comes to structuring your data architecture? Our experts can conduct an audit of your current ecosystem.

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