Unlocking First-Party Data Success: Why Businesses Struggle
▼ Summary
– Businesses face challenges with first-party data due to tech silos, organizational silos, and internal politics.
– The decline of third-party cookies and changing privacy regulations increase the importance of first-party data for marketers.
– Alexandra Theriault, chief growth officer of Lotame, discusses successful first-party data strategies in this podcast episode.
– The episode includes a case study of an egg company effectively leveraging its first-party data.
– Listeners can access the podcast on various platforms including Buzzsprout, YouTube, Apple Podcasts, Amazon Music, and Spotify.
Unlocking the full potential of first-party data remains a significant challenge for many businesses, despite growing awareness of its importance in a privacy-first digital environment. The shift away from third-party cookies has placed greater emphasis on owned data, yet organizations frequently encounter obstacles that prevent them from harnessing this valuable resource effectively. Common barriers include fragmented technology systems, misaligned internal structures, and organizational resistance that complicates data integration and application.
In a recent discussion on Conversations with MarTech, Alexandra Theriault, Chief Growth Officer at Lotame (now part of Epsilon), shared insights drawn from observing companies that excel with first-party data strategies. She emphasized that success isn’t just about collecting data, it’s about creating a cohesive framework where information flows freely and informs decision-making across departments.
Theriault pointed out that data silos often emerge from both technological and cultural disconnects. When teams operate in isolation or use incompatible systems, valuable insights remain trapped rather than being utilized to drive growth. Breaking down these barriers requires not only updated tools but also a shift in mindset, encouraging collaboration and shared ownership of data initiatives.
One compelling example highlighted during the conversation involved an egg producer leveraging first-party data to refine its marketing and supply chain operations. By analyzing customer purchasing patterns and feedback, the company optimized distribution, tailored promotions, and even improved product offerings, demonstrating that first-party data strategies are applicable far beyond traditional tech-centric industries.
A critical question many organizations face is which team should lead data efforts. Theriault suggested that while marketing often takes the helm, success depends on cross-functional involvement. Aligning technology, analytics, and business units ensures that data serves broader organizational goals rather than isolated campaigns.
Centralizing data within the martech stack also plays a pivotal role. When information resides at the core of technological infrastructure, it becomes more accessible, actionable, and scalable. This integration supports more personalized customer experiences and improves ROI on marketing investments.
Industry variations in first-party data adoption were also discussed. Sectors with direct consumer relationships, such as retail and hospitality, often see faster returns, while B2B and regulated industries may face steeper compliance and integration hurdles. However, Theriault stressed that every organization can benefit from a thoughtful, well-executed first-party data strategy, regardless of industry.
For those interested in diving deeper, the full episode is available on platforms including Buzzsprout, Apple Podcasts, Amazon Music, Spotify, and the MarTech YouTube channel.
(Source: MarTech)
