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Understanding the concept of “second party data” is crucial in today’s data-driven marketing landscape. This term, which may seem confusing at first, refers to a scenario where first party data is shared between two or more entities for their mutual benefit, ensuring that the data remains exclusive to those involved. This collaborative approach allows businesses to enhance their understanding of customer behaviors by examining interactions, signals and identity footprints across different websites, thus enabling the creation of more timely and compelling marketing offers.

Defining Second Party Data

Let’s delve into the different categories of data based on their use cases, with a special emphasis on understanding “what is second party data”:

the difference between first party data, second party data, and third party data

First-Party Data

This category includes all the data collected directly by a brand from its interactions with users, whether through their website, app, or in-store experiences. It’s the most direct and valuable form of data a company can possess, providing insights into customer behavior, preferences, and engagement with the brand. A first party data strategy is crucial to building audiences and maximizing marketing success.

Second-Party Data Explained

When we talk about second party data, we’re referring to a unique type of data exchange. Second party data is essentially first party data that is shared between two or more entities on a confidential basis for mutual advantage. This arrangement necessitates the sharing of data about customers that both parties have in common. The beauty of second party data lies in its ability to offer deeper insights into how customers interact with not just your brand but also with your partners. This collaborative approach to data sharing enriches your understanding of customer needs, preferences, and behaviors, enabling more targeted and effective marketing strategies.

An example of second party data would be Untitled’s Lead Data Stream product. When the Lead Data Stream tag fires on your site, it taps into one of the most extensive data repositories in the United States, revealing hidden shoppers and users on your web properties, providing accurate targeting data like email, physical address, advertising IDs and more. This enables you to directly target individuals who are actively interested in making a purchase.

Incorporating high-quality second-party data, sourced from an audience that is already considering or ready to purchase your product or service, can significantly enhance your overarching data strategy.

Third-Party Data

Third party data is collected by entities that have no direct interaction with the data subjects. This data is typically aggregated from various sources and can include a wide range of information about individuals who are not directly affiliated with your brand. While third party data can offer broad market insights, it’s essential to navigate its use carefully, considering privacy concerns and the relevance of the data to your specific business needs.

Untitled’s Second Party Data: Your Path to Clarity
Download our guide: Decoding the Digital Persona.

The Importance of Second Party Data in Marketing

The significance of second party data lies in its ability to provide a more nuanced view of consumer behavior. By integrating insights from partners or technologies, businesses can uncover new opportunities to meet customer needs more effectively and deliver personalized experiences that resonate with their audience. This not only enhances the relevance of marketing campaigns but also contributes to a more efficient use of marketing resources.

man holding a laptop and the different data points aggregated by sources

Key Benefits of Leveraging Second Party Data

Enhanced Customer Insights

By combining your first party data with second party data from trusted partners, you gain a more comprehensive understanding of your customers’ preferences, behaviors, and interactions with other brands. This enriched perspective can inform more effective marketing strategies and customer engagement tactics.

Improved Marketing Relevance

With deeper insights into customer behavior, businesses can craft more targeted and relevant marketing messages to a net-new audience. This leads to higher engagement rates, increased customer satisfaction, and ultimately, better marketing ROI.

Data Privacy Compliance

Sharing data in a controlled, private manner with trusted partners ensures that customer privacy is respected and maintained. This is crucial in an era where data privacy regulations are becoming increasingly stringent.

Innovative Audience Segmentation

Second party data allows for more sophisticated audience segmentation, enabling businesses to identify anonymous website visitors and target specific customer segments with tailored offers. This can lead to more effective and efficient marketing campaigns.

Second Party Data Success Stories

Using Second-Party Data as an eCommerce Business

Thor Rhodin, the CMO at Toadfish Outfitters, collaborated with Untitled to utilize second-party data in identifying unnoticed shoppers on their website, courtesy of insights from the Lead Data Stream (LDS) tag. Access to additional email contacts through LDS equipped him with vital information for reaching out to potential customers who hadn’t completed their purchases, without the need to escalate overall email marketing expenses, given that this approach doesn’t entail direct costs.

toadfish outfitters product line

Provided that the return on ad spend (ROAS) remains positive, this strategy proves to be an invaluable component of Toadfish’s marketing arsenal. It enables the brand to engage with new prospects and offer additional products to existing customers, combining a first party and second party data strategy into their marketing mix.

By capitalizing on this second-party data, Toadfish achieved a sevenfold increase in their email marketing ROAS and expanded their Facebook lookalike audiences by 60%.

scottsdale steel framing equipment

Using Second-Party Data in a B2B Use Case

Scottsdale Construction Systems primarily relied on Google Ads to drive traffic to their website, employing various strategies to target specific territories and services with the aim of enhancing their presence and further qualifying their Marketing Qualified Leads in the United States. By focusing initially on their Paid Search campaigns, they successfully attracted leads with a high purchase intent back to their website. Utilizing second-party data obtained through the Lead Data Stream tag, they could identify individual prospects from their paid search efforts, complete with email addresses.

Scottsdale Steel then broadened its marketing initiatives by launching B2B email campaigns directed at contacts identified in the Lead Data Stream B2B marketing database. Within just a week, they garnered 5 direct inquiries eager to learn more about Scottsdale’s offerings, culminating in securing a contract valued at $500,000 from one of these engagements.

Embarking on Your Second Party Data Journey

Incorporating second party data into your marketing strategy can be a game-changer. It allows for a collaborative approach to understanding customer behavior, leading to more personalized and impactful marketing efforts. As you begin to explore the possibilities of second party data, consider forming strategic partnerships with brands that share a complementary audience. This will enable you to maximize the benefits of shared insights while maintaining the privacy and security of your data.

In conclusion, second party data represents a significant opportunity for businesses to refine their marketing strategies and achieve greater success. By understanding and leveraging the unique insights that second party data offers, you can enhance your customer relationships, improve marketing efficiency, and drive better business outcomes.

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Kramer Caswell

Author Kramer Caswell

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