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Why Owning Your Data Creates More Effective Marketing

By: Michael Pierce

March 14, 2025

In an era where social media platforms continually evolve and privacy regulations tighten, the way brands approach audience targeting is shifting. The days of relying solely on interest-based or behavioral targeting are behind us and leveraging first-party data in paid social media efforts is key in achieving client goals.

Why First-Party Data Matters More Than Ever

First-party data—information collected directly from your customers through website visits, email sign-ups, purchases, and other interactions—is a brand’s most valuable asset. Unlike third-party data, which is often aggregated from multiple sources and subject to accuracy concerns, first-party data is reliable, consent-based, and highly relevant to your brand.

Higher Performance & More Qualified Audiences

By utilizing first-party data, advertisers can ensure their paid social campaigns reach a more qualified audience. Instead of relying on platform algorithms to find potential customers, brands can target individuals who have already shown interest in their products or services. This leads to higher engagement rates, improved conversion rates, and more efficient ad spend. We can also build lookalike audiences from this qualified audience for growth.

Retargeting: A Must-Have Strategy

With social media targeting becoming increasingly restricted, retargeting through first-party data is an essential tactic. Custom audiences allow brands to reconnect with users who are already in the marketing funnel. This targeted approach helps nurture leads and drive repeat visitors, ultimately increasing customer lifetime value.

Staying Ahead of the Curve

As privacy regulations continue to shape the digital landscape, brands that proactively collect, manage, and leverage their own data will have a competitive advantage. Investing in strategies to grow first-party data—such as implementing email capture campaigns, loyalty programs, or interactive website experiences—ensures a sustainable approach to social media marketing.

Maximizing Paid Social Efforts with Custom Audiences

To make the most of clients’ first party data and maximize paid social efforts with custom audiences, we focus on three things: segmenting data with specific audience groups, building lookalike audiences to expand reach and frequency, and testing and optimizing by continually refining strategies based on performance, metrics and insights.

 

As digital marketers adapt to new challenges, first-party data is the key to more effective, privacy-compliant paid social media strategies. By prioritizing this asset, brands can drive better results, connect with the right audience, and proactively stay ahead of the curve with their marketing efforts in an ever-changing landscape.

 

For additional information and tips on gathering first-party data and making the most of it for your business, contact us today.

Mike Pierce

Michael Pierce helps Odney’s clients navigate the evolving and growing list of media opportunities and oversees strategic planning in this rapidly changing realm. By analyzing data and developing partnerships with trusted channels and service providers, he maximizes the efficiency of media buys and produces tangible, measurable results for our clients. Michael has been recognized as one of the top 100 marketing professionals on X and is a member of the Public Relations Summit, an invitation-only national organization comprising the very best communications executives and visionaries.