Why First-Party Data Matters
Cookies are disappearing
Third-party cookies are being phased out; first-party signals future-proof targeting.
Platforms reward 1P signals
Google/Meta prioritise strong 1P inputs for better reach and optimisation.
You already have it
CRM, email, analytics, events — unlock value with smart segmentation.
Better experiences
Personalised, privacy-aware journeys drive conversion and ROI.
What Counts as First-Party Data?
Website behaviour
Pages viewed, time, scroll, funnels.
CRM & email
Purchases, lifecycle, engagement.
Forms & downloads
Demographic and interest fields.
Calls, bookings, events, surveys
Signals of intent and preferences.
You Don’t Need a DMP
- Start with built-ins: Google Ads Customer Match, Meta Custom Audiences, LinkedIn Matched Audiences.
- Use GA4 + Looker Studio for analysis/reporting; GTM for governance.
- Scale later as needs grow — begin with accessible, high-ROI use cases.
Start with a Data Audit
- Where is data stored? CRM, email, service tools, analytics.
- Permissioned? Check consent language and logs.
- Which fields? Email, phone, postcode, recency, value.
- Freshness? Define sync cadence (real-time vs batch).
Build Custom Audiences
Export & clean
Deduplicate; standardise email/phone/postcode.
Upload hashed
To Google, Meta, LinkedIn; keep PII protected.
Segment smart
Interest, lifecycle, recency/frequency, value tiers.
Refresh often
Update lists to sustain match and performance.
Tactics Using 1P Data
CRM retargeting
Abandoned carts/forms, dormant leads with tailored offers.
Lookalikes
Seed from high-value customers; test 1%–5% expansion.
Cross-sell & upsell
Complementary products by purchase history.
Suppressors
Exclude buyers from prospecting; reduce waste.
Match Rates & Data Quality
- Use email + phone to lift match and cross-device reach.
- Clean typos/dupes; schedule quarterly refreshes.
- Monitor platform benchmarks; test identifier mixes.
Privacy, Consent & Compliance
- Opt-in before marketing use; no pre-ticked boxes.
- Unsubscribe in ≤2 clicks; honour immediately.
- Never upload unpermissioned data.
- Align with NZ Privacy Act 2020; maintain breach plans and access/correction processes.
Using GA4 & Tag Manager
- Track events: forms, video, product views, downloads, outbound clicks.
- Build audiences from engagement, scroll, funnel drop-offs, purchase history.
- Export audiences to ad platforms; iterate via dashboards and A/B tests.
Platform Playbook
Google Customer Match
Search, YouTube, Gmail, Display; layer with high-intent keywords.
Meta Custom Audiences
CRM uploads, site/app visitors, engagement; build lookalikes.
LinkedIn Matched Audiences
Email/company lists for ABM; add job title/industry filters.
Pixel-light tactics
Email/phone IDs enable deterministic targeting and reactivation.
Build Audiences from Behaviour
- GA4 segments: add-to-cart no checkout, deep content viewers, high scroll/time.
- Funnel drop-offs: form views without submit; checkout abandons.
- Repeat & cross-device visitors; topic-level content engagement.
Segmentation Examples
New subscribers (30d)
Onboard with value and proof.
Viewed 3+ pages
High intent; move to demo/offer.
Abandoned lead form
Shorten forms; follow up fast.
Lapsed customers (6m)
Winback with timed incentives.
Campaign Patterns
Upsell
30/60/90-day post-purchase prompts; typical AOV lift.
Retarget
48-hour follow-ups across channels with tailored messaging.
Suppression
Cut wasted impressions 15–25% by excluding recent buyers.
Lookalike
Seed from top 10–20% LTV customers; refresh sources.
Reporting & Optimisation
- Track CTR/CPL/CPA by audience; rotate creative by lifecycle.
- Refresh CRM lists monthly; compare GA4 behaviour vs media results.
- Test landing pages; use cross-channel attribution and daypart bids.
How KBR Helps
Data mapping & audit
Unify sources, fix gaps, and set governance.
Segmentation & builds
Lifecycle audiences across Meta/Google/LinkedIn.
Enablement & dashboards
Clean tracking, actionable reporting, and continuous optimisation.
Ready to Use Your Data Smarter?
We’ll activate CRM + behaviour data across channels — no DMP required.