Key takeaways
- First-party data records what happened inside one customer relationship. It can’t show the life stage, household makeup or financial pressure behind a purchase.
- Context earns its place in a customer record when it’s accurate, governed, and tied to a decision like segmentation, modeling or personalization.
- Governed context improves segmentation, prospecting, retention outreach and personalization by adding life stage, financial pressure and household signals.
- Experian maintains more than 5,000 consumer attributes, averaging roughly 250 per person, built with privacy and governance controls and grounded in durable identity.
A brand can have five years of purchase history, a loyalty program with millions of records, and a fully built-out customer data platform, and still not know why a customer walked away last quarter. First-party data has become one of the clearest ways brands can differentiate, which is exactly why it’s worth asking what more of it can and can’t do.
First-party data describes a relationship, not the whole person
A customer’s purchase history, site visits, app activity, and loyalty behavior are accurate records of what happened inside that one relationship. They don’t show who that person is beyond the transaction, the life stage, household makeup, or financial pressure that actually shapes a decision. Every brand runs into this limit eventually, no matter how much first-party data it has collected.
More sources isn’t the same question as better sources
The common response is to add more data sources. Third-party data, contextual signals, geographic data, each layered on to fill in what first-party data can’t see alone. Combining sources like this can expand what a brand can see.
It doesn’t automatically mean every layer earns its place in the customer record. Volume and quality are different questions, and only one of them is guaranteed by adding another source. A pile of attributes from unverified providers can sit alongside a brand’s best first-party and third-party data without ever being governed or relevant enough to act on with confidence.
Relevant, governed context is the differentiator, not another data source
Adding a new data type isn’t the same as adding context that’s actually relevant to the decision in front of you. A longer list of attributes doesn’t make a customer record more useful on its own, whatever source it came from. Context earns its place in that record when it’s accurate, tied to a real decision, like segmentation, modeling, or personalization, and usable within the governance standards a brand already holds itself to.
That’s a higher bar than volume. It’s also the one that actually changes outcomes. Predictive models and AI-driven decisioning only raise that bar. The more decisions get automated, the more they depend on inputs that are relevant, not just abundant.
What governed context actually changes
When a customer record includes real-world context, demographic, lifestyle, behavioral, and household signals that are built and governed responsibly, the decisions drawn from it change in specific ways.
- Segmentation reflects who people actually are, not just how they’ve transacted so far.
- Prospecting can find people who resemble a brand’s best customers in ways that matter, not just in surface-level behavior.
- Retention improves when outreach reflects a fuller picture of the person, not just their last transaction.
- Planning and personalization can account for the realities, like life stage or financial pressure, that shape whether a message lands.
That context is only as useful as the identity foundation underneath it. Context grounded in durable identity moves with a brand across the platforms, partners, and activation paths it already uses, rather than sitting locked inside one system.
At Experian, we maintain more than 5,000 consumer attributes, averaging roughly 250 per person, built and maintained with privacy and governance controls in mind. That depth creates the most value when it extends a brand’s own first-party foundation, grounded in identity and usable across the activation paths a brand already relies on, not locked into a single platform or vendor.
Context, not volume, is the differentiator
Owning first-party data was the starting point. It was never the finish line, and adding more sources on top of it isn’t the finish line either unless each one clears the same bar. The brands that get the most value out of their customer data in the next few years will know exactly what their data still can’t tell them, and will go find that missing context in a way they can trust and govern.
That’s the work I’d focus on, making the first-party data a brand already has tell a fuller, more accurate story about the people behind it, rather than acquiring more data for its own sake. If you want to talk through what that could look like for your first-party data, connect with our team.
About the author
Kevin Dunn
Chief Revenue Officer, Experian
Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships.
Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together.
Latest posts
Marketers are under more pressure than ever before to prove ROI and efficiency of marketing activities in relation to business performance. On top of that, there are new privacy regulations and uncertainty around what new technologies will have to be implemented in order to replace the granular level targeting and measurement the industry historically has used third-party cookies for. It’s clear marketers are going to need the right tech stack and partners to continue to prove their team’s efficacy. We recently partnered with Forrester Consulting to evaluate the current state of customer data-driven marketing and surveyed over 300 global marketing decision makers at the brand and agency levels. We found that marketing is facing increased demands today, insights from the study include:Consumers expect brands to deliver engaging experiences across highly fragmented journeys. Seventy-two percent of decision-makers reported that customers demand more relevant, personalized experiences at the time and place of their choosing. Marketing runs on data, but the rules governing customer data usage are changing quickly. More than 70% of study participants stated that consumer data is the lifeblood of their marketing strategies, fueling the personalized, omnichannel experiences customers demand. These demands paint a challenging picture. Just as marketers are poised (and tasked) with delivering greater value to their organizations and customers, the ground rules are changing and threatening their ability to deliver. Indeed, 62% of respondents said that the forces of data deprecation will have either a “Significant” (40%) or “Critical” (21%) impact on their marketing strategies over the next two years. Effective identity resolution can help brands prepare for data deprecation challenges Marketers face a daunting landscape, but they can leverage the data, technology, and processes that comprise identity resolution to address business objectives, combat ecosystem complexity, and future-proof customer engagement efforts. By utilizing identity resolution, marketers will be able to match and connect multiple identifiers across devices and touchpoints. This allows for a cohesive, omnichannel view that enables brands to continue to deliver personalized and contextually relevant messages throughout the customer journey and without the use of cookies. The identity graph is the underlying infrastructure that defines connections between the numerous, fluid, and disparate identifiers created during moments of consumer engagement, turning disparate signals into addressable and actionable steps. These connections enable brands to bolster their ability to gain deeper customer insights and power audience building, attribution, and connected measurement. Identity resolution encompasses a wide range of capabilities that support an equally diverse set of marketing use cases. These include the targeting, personalization, and measurement of both known and pseudonymous audiences in the offline and digital worlds, which enables marketers to improve customer data management, drive more effective personalization, and gain insights and efficiencies through measurement across touchpoints. By taking the time to vet the privacy procedures and data collection processes of identity solutions you can reduce your regulatory risk and maintain customer trust. In an open-ended survey response, a marketer shared, “We’ve found that users are willing to volunteer data when they understand what it’s being used for and are asked for clear consent.” Finding the right partners to help navigate the changes The scramble to find an alternative to third-party cookies has slowed down since Google announced they will be delaying their cookie removal until late 2023. However, this gives marketers a unique opportunity to take advantage of the additional time and feel more prepared and confident in their solutions. With the delay, marketers can now test ID solutions and compare apples to apples with data from the third-party cookie while it’s still active and addressable. Test and find a solution that works now, so there are no surprises once cookies have finally made their way out the door in 2023. At Tapad, a part of Experian, we’ve developed a solution that provides agnostic interoperability for the myriad of cookieless identifiers emerging in the market. As a new module in the Tapad Graph, Switchboard will connect traditional digital identifiers to cookieless IDs to support the entire ad ecosystem with privacy-safe future-proof identity resolution. Get in touch
Email hashing was originally intended to be used as an email security feature that has ended up being a very powerful marketing tool. A hashed email is a cryptographic function that changes an email address to a random code which can be used as an anonymous customer identifier. This code is privacy-safe and cannot be traced back to the customer’s email address. However, this hashed email can function like a digital passport that traces every behavior and action a customer takes when logged into an account that is authenticated with an email, making hashed emails a goldmine for customer data. Today emails are used across traditional publishers and within the CTV ecosystem; tying them to more consumer touch points than ever before. Why the emphasis now? Cookies are on their way out the door and have been the primary way that many marketers have tracked their existing and potential customers. In order to replace this granular level of data, marketers are likely going to need multiple solutions. With so many cookieless solutions and IDs appearing in the marketplace, the mapping of the customer journey is bound to be fragmented. Relying on first-party data, such as hashed email, is just one way to reduce that fragmentation; as it can serve as an authenticated starting point for cross-device identity resolution that can be leveraged for targeting, personalization and measurement. How can Tapad + Experian help? Tapad + Experian’s Hashed Email Onboarding is a privacy-safe way to connect consumer email addresses to their related digital devices and other digital identifiers through high precision probabilistic identity. By onboarding hashed emails and incorporating them within your Tapad Graph file you can: Build a more holistic view of individuals and households and their relationship to email addresses in your first-party data set Leverage these relationships for increased cross-device scale for targeting Employ personalization tactics at the household or individual level across devices Create new audience segments and look-alike models for cross-channel activation Design more inclusive measurement and attribution for customer journey mapping Tapad, a part of Experian has built a hashed email onboarding product feature that works with the existing flexibility of The Tapad Graph to deliver the most holistic consumer view, combined with the attributes you need, in the structure that works best for your business objectives. Get in touch
The result of epic shifts from traditional cable to streaming television, the CTV ecosystem is experiencing compounded fragmentation, making it challenging for marketers to leverage in the most effective way for both activation and measurement. Heralded as the hot new household level device for highly engaged viewers, CTV brings massive opportunities for brands to move users down the funnel and incorporate CTV into their attribution modeling post-campaign. Leveraging CTV IDs within a cross-device identity resolution strategy can yield big benefits if you know how to do it right. Check out our breakdown of today’s CTV landscape to help you better understand how and what you can leverage for activation and measurement in the streaming-verse today. Addressability and attribution Not all CTV devices and IDs are addressable; or have ad slots for biddable inventory for advertisers. For example, Apple TV devices and Apple TV + are not ad supported, but could still appear within an identity graph for measurement purposes; helping understand customer behavior and habits, which can inform marketing strategies. Having a household to individual view that’s as inclusive as possible can provide valuable insights. CTV identity strategy Whether or not CTV devices or apps are addressable for advertisers, they can bring immense value when leveraged as part of a holistic identity resolution strategy. As a household level device with user authentication it can provide marketers a top-down view; unlocking household:individual targeting opportunities and unification of IDs at both levels for frequency management and customer journey mapping Get started with us Tapad, part of Experian, offers CTV ID onboarding and extension to our CTV ID Universe as a part of The Tapad Graph suite of products.