Identity Resolution Simplified - 1st Party Data Strategy

1st party data can be of various degrees of accuracy and value to the owner of that information. The quality and reliability of the data play a crucial role in determining its usefulness for brands.

While not all 1st party data is created equal, there is a silver bullet that can significantly enhance its value: authenticated data. Authenticated data goes beyond basic information and provides the brand with personally identifiable information (PII) as well as valuable, declared information about the user's interests.

To maximize the potential of authenticated data, brands should reverse engineer their content strategy to create a value-exchange for users' PII and interests. By offering content that is highly relevant and valuable to users, brands can encourage them to willingly share their information. This approach establishes a mutually beneficial relationship where users gain access to meaningful content while brands gain access to more accurate and insightful data.

Implementing strategies that entice users to share their PII and interests can lead to a steady build-up of silver bullets for brands.

Here are a few examples of such strategies:

1. Identify information gaps in your 1st party data and create content specifically tailored to fill those gaps. For instance, a brand specializing in preventing hair loss for men could create content like "5 Signs of Early Balding in Men." By providing valuable insights into a common concern, the brand can attract users who are likely to be interested in their products or services while obtaining relevant information.

2. Offer freebies or samples of your product in exchange for users filling out a questionnaire. The questionnaire can be designed to gather the specific information that the brand requires. Not only does this approach incentivize users to share their PII, but it also has the added benefit of product distribution. Users get to try the product, potentially leading to increased brand awareness and future conversions.

3. Collaborate with subject matter experts in relevant fields to create premium, exclusive content. For example, partnering with renowned chefs to develop recipes, conducting interviews with personal trainers, or seeking a dietician's perspective on weight loss can generate highly sought-after content. By offering this exclusive information as a free resource, brands can encourage users to provide their PII through a form. This not only enriches the brand's 1st party data but also positions them as a trusted source of expertise in their industry.

By implementing these strategies and continuously refining their approach, brands can make significant strides in enhancing the quality of their 1st party data.

The combination of authenticated data and well-executed advertising efforts to drive traffic to the content can lay the foundation for excellence in 1st party data quality and scale.

With a steady build-up of silver bullets, brands can gain valuable insights into their audience, refine their marketing strategies, and ultimately foster stronger and more meaningful connections with their customers.