3rd party data is almost unavailable and only takes a few months. Switching to first-party data is complicated and takes a long time, but according to Peter van der Schaar, it is worthwhile in the long run.
Van der Schaar is the director of Basedriver, an email expert from Utrecht.He is one of the speakers of Emerce Digital Marketing, a collection of digital marketing videos Emers Will be released on June 17.
In an interview with Ronald ter Voert Van der Schal says: “If you want to buy a large amount of coverage quickly, you can use 3rd party data”, but this is a limited resource. “You are unlikely to recruit first parties, but it does provide sustainable influence. It’s worth it.”
It’s not just regulations that complicate it. The way of working in technology is also different. Facts have proved that the database must be washed before it can be used normally. “But consumers have also become more critical.”
“The company still invests in first-party data because you can get the most out of it in the long run.”
Van der Schaar gradually expanded his presentation to clean up, use and enrich the details of customer databases.
*) Emerce digital marketing video collection https://emerce-digital-marketing-live.heysummit.com/ will be launched on Thursday, June 17. Interested parties can register for free to view one or more of the 29 presentations https://emerce-digital-marketing-live.heysummit.com/schedule/. There are also personal round tables.