ANA：2025高价值第一方数据资产构建：营销增长Playbook（英文版）（27页）.pdf

1、1|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersAPRIL 2025BUILDING A VALUABLE FIRST-PARTY DATA ASSET A MARKETERS PLAYBOOK FOR GROWTH2|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersABSTRACTCompanies are going to great

2、 lengths to treat their own data like any other asset that the company owns.The companies that lead the way to collect and cultivate first-party data have been companies in travel and hospitality,partially because these companies have a good perceived value equation for loyalty program awards(i.e.,p

3、roviding value to consumers by using their excess capacity airline seats and hotel rooms as awards).However,even without the perceived value equation presented in the travel and hospitality industry,all companies have the potential to collect high-quality first-party data.This playbook will define f

4、irst-party data and then make a recommendation for what to collect and how to collect it.First-party data is information that a company collects directly from users and customers,and which it owns.The data is usually acquired from multiple sources,including customer relationship management platforms

5、,social media,transactional systems,an advertisers web and mobile analytics tools,subscriptions and newsletter signups,or marketing campaigns.It can also be taken from offline sources,e.g.,in-person events or sales calls.This playbook will cover companies along different stages of the first-party da

6、ta journey.Collecting first-party data can be highly dependent on the industry type.Some of the key methods include implementing an analytics platform on your website to enhance the ability to track user behavior and extract valuable insights,encouraging users to register or create accounts on your