âđ§ Zero, First, Second, & Third Party Data Explained
đľ Iâve got data on my mind, so much data on my mind
Whether youâre a lyrical artist like me (đ) or not, youâve always got data on your mind.
Who are our customers, really? Who are we targeting? Where do they come from? Who else has information on our target customer?
These are all questions that can be answered through zero, first, second, & third party data.
But, first! Letâs take a second to zero in on what all of these forms of data are (see what I did there?)
If youâre looking for more info on these definitions, check out Hubspotâs blog post, here.
0ď¸âŁ Zero-Party Data
Data that your customer is directly providing you. Think, email/sms capture, preference pages, & post-purchase survey data.
A couple of our favorite platforms for capturing this kind of data are: KnoCommerce or EnquireLabs for post-purchase surveys and Octane AI for onboarding quizzes.
And of course, we all know that tools such as Postscript, Klaviyo, Attentive, etc. offer the functionality of gathering zero-party data using their web pop-ups.
*Youâll soon be able to measure some of this data directly in your Triple Whale dashboard
1ď¸âŁ First-Party Data
Data collected based on a user or your customerâs behavior. Think product views, checkouts initiated, orders placed, referring source, etc. This data will be available directly in Triple Whale using the Triple Pixel. Sign up for the waitlist here to get first access.
2ď¸âŁ Second-Party Data
Data collected directly from the one who originally collected it. Ever received a deal from a group of hotels in the city that your upcoming flight is headed to? This is done through second-party data collection as the hotel and airline are sharing data between each other.
3ď¸âŁ Third-Party Data
This is data collected elsewhere. This is the data youâre using to build your prospecting campaigns in Facebook off of. Think about demographic data and buying interest, but this data doesnât necessarily follow the customer all the way to transaction (i.e Facebook is not going to give you all of the data they have on your customer, even if they purchased from your Facebook ad).
â°ď¸ Death of the cookie
Itâs worth noting that there has been a lot of talk around the âdeath of the cookieâ, which can seem alarming. But, by no means is the sky falling.
Itâs important to clarify that âcookieâ used in this context is referring only to third-party cookies, not first-party cookies, which is how weâre planning to solve your attribution woes.
đł Triple Whale + Zero-Party Data
If youâre currently using the Triple Whale dashboard you already understand the power of having key data points about your storeâs performance at your fingertips.
Soon, youâll be able to view deeper insights on your customers using post-purchase survey data through a couple of partnerships that weâre stoked to announce (soon, we promise).
Taking that a step further, imagine being able to pair your post-purchase survey data with the data from your ad platforms to gain a comprehensive view of your attribution efforts.
For example, Facebook may say that it only drove 20% of your revenue last month, but post-purchase survey data could reveal that 80% of your customers remember seeing a Facebook ad prior to making their latest purchase 𤯠.
đŽ Triple Whale + Triple Pixel
If you didnât already hear the news, weâre launching a server-side pixel to help you track all of your first party data.
What does that mean?
Soon, youâll be able to understand all of the steps your customers took leading up to their most recent purchase thatâs safe, secure, and speedy.
Say goodbye to having to decide on whether to trust last-click, first-click, or platform-based attribution models and say hello to an attribution model that will provide you a more accurate picture of which ads are performing best.
Aka, turn underperforming ads off quicker and scale your top performers, confidently.
As always, thanks for tuning in. We hope you enjoyed the ride.
â Rabah & the Whalers
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