First-party data means “data collected directly from the source.” It belongs to you because you obtain it through your direct relationship with the customer: what they buy in your physical store or online, what they view on your website, and how they respond via WhatsApp or in a survey. You neither buy nor rent this data from third parties.

Why does it matter?

It's the most reliable information you have about your customers, because it describes what they actually do on your site. Plus, it relies less on third-party cookies, which browsers are increasingly restricting.

The challenge is often that this data is scattered: some in the e-commerce system, some at the point of sale, and some in the ERP or email tool. As long as it remains scattered, it’s difficult to use it to make decisions or personalize messages.

Story mode

Lucía buys sneakers at a sports brand’s brick-and-mortar store, and weeks later, she browses T-shirts on the brand’s website. If these two pieces of data are stored in separate systems, the brand sees them as two different people. When the brand combines them, it understands that Lucía is a customer who runs and is interested in technical apparel, and it can send her a recommendation that makes sense for her.

How to Use It with Data4Sales

• Connect to more than 50 sources, such as VTEX, Shopify, Tiendanube, SAP, in-house POS systems, or MercadoLibre.
• Identity Resolution merges duplicate records based on document, email, or phone number into a single customer record.
• Each customer has a 360° profile with more than 90 attributes that are updated daily, ready for segmentation and activation.

Related terms

• Customer Data Platform (CDP)
• Third-Party Cookies
• 360° Profile
• Identity Resolution