Research Study: Marketers and First-Party Data

"picture of coins stacked to signify data, particularly data siloes and privacy under GDPR"

Marketers hear this phrase all the time: First-party data. It’s your data, owned by you and collected through your website, CRM platform, social media, etc. This kind of data is from-the-source information on your audience’s interests, behaviors, and actions. It’s verified, untampered with, and free which makes it invaluable to marketers globally.

As important as this data is, not every marketer is taking advantage of it. Last year, Katana conducted a survey to assess how common first-party data use is among marketers. The questions fell along five different dimensions:

  • Do marketers use first-party data?
  • How do they collect it?
  • How do they use it?
  • Do they have developed strategies on how to use first-party data?
  • Do they have the technological framework/resources to organize and manage the data they collect?

The key to a successful campaign isn’t just to use first-party data, it’s also creating a proper strategy for how you collect, store and use that data. If we can understand how marketers are working with first-party data— as well as how they misuse it— we can determine what can be done to decrease knowledge gaps. Defining this strategy will help with campaign optimization and targeting, but it will also make the most of your time and money. At Katana, our campaigns are data-driven, so we know how important first-party data is for targeting, and optimization retargeting efforts. When a knowledge gap exists in around a tool that could greatly benefit marketers, as natural problem solvers, we want to help.

We asked 19 questions and had 50-100 respondents to each question. Stay tuned to read our findings and what we conclude from them. To get the research study in your mailbox right when it comes out, follow our Medium blog:

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Also published on Medium.