This article was written by Greg Kihlström for CustomerThink. Read the full article here.

Preparing for a first-party data strategy is crucial for brands in today’s evolving landscape of data privacy regulations and cookie deprecation. This article is going to discuss the importance of a first-party data strategy, the challenges brands face in preparing for it, and the steps they can take to be successful.

First-party data refers to the data that brands collect directly from their customers through their own channels, such as websites, apps, and loyalty programs. It is considered the most valuable and reliable type of data as it comes directly from the source and provides insights into customer behavior, preferences, and interactions.

The importance of a first-party data strategy cannot be overstated. With the deprecation of third-party cookies and increasing privacy regulations, brands can no longer rely on third-party data to target and personalize their marketing efforts. Building a robust first-party data strategy allows brands to have more control over their data, create personalized experiences for their customers, and ensure compliance with privacy regulations.

However, many brands are struggling to prepare for a true first-party data strategy. One of the main challenges they face is the lack of understanding and awareness of the changes happening in the industry. While marketers are aware of the cookie deprecation and privacy regulations, they may not fully grasp the implications and the urgency to adapt their data strategies.

Another challenge is the complexity of implementing a first-party data strategy. Brands need to invest in the right technology and infrastructure to collect, store, and analyze their first-party data effectively. They also need to ensure data quality, accuracy, and security to build trust with their customers and comply with privacy regulations.

Moreover, brands may face internal resistance or siloed data practices that hinder the adoption of a unified first-party data strategy. Departments within organizations may have their own data systems and processes, making it difficult to consolidate and integrate data across the organization.