Collect clean data
The first step to getting the most out of first-party data is to ensure the data is clean and well-structured.
This means collecting data from various sources such as websites, social media platforms, email marketing, and customer service interactions. Data also needs to be accurate and up-to-date.
Jane Stanley, CEO at Hearts & Science, says many companies get caught out by having different legacy systems which do not “talk to each other” or do not allow a connected view of the customer.
This muddled view of the customer can also come from companies
