Feathr allows you to target prospects using two different data types - 1st and 3rd party data. One type may be more advantageous than the other depending on your goal and where you are in your marketing funnel. So, what's the difference?
1st Party Data
1st party data are your data. These data have been collected through the Feathr Super Pixel. Because it is the result of a direct connection with your prospect, it is often considered to be the most valuable and relevant due the high likelihood of them converting.
Feathr 1st Party Campaigns: Retargeting, Landing Page, Conversations
3rd Party Data
3rd party data are information collected from an outside source. For example, when email lists are uploaded, that email list is matched with 3rd party cookies that have been collected from outside websites and apps where that email address was used. Because there is no direct connection with the prospect, we consider these audience expansion campaigns. Feathr uses these cookies to successfully generate interest from event partners such as exhibitors, sponsors, speakers, and more. The goal of 3rd Party Campaigns is for prospects to visit your site and become 1st party data.
Ensuring your marketing is successful
Feathr recommends a funnel that includes both 1st and 3rd party data campaigns. By including a combination of both types, you will ensure that you are expanding your audience and targeting highly relevant prospects.
The Attendee Acquisition Funnel below illustrates how you might start building your audience with 3rd party data campaigns, then focus on 1st party data campaigns over time: