We explore the different kinds of data that you can source from your customers to help grow your business. From understanding how your website reads to your audience, to which specific parts work well for engagement, find out how to better target your web marketing.

First party data is the information you collect directly from your audience or customers. There are different types of information, and it includes behavioural, subscription, social, survey and feedback data.
‘Behavioural data’ describes interactions with customers, partners, applications and systems. This data can come from across your website, app, or other digital estate.
Google Tag Manager uses javascript-based pieces of code added to your website to track customer analytics.
Hotjar is another option that tracks customer behaviour, using ‘heat maps’ across your website to show you how far they scroll, what they click on and what they ignore.
Analysing your customers behavioural data allows for website optimisation. You can track page views to determine what content is most popular, your top landing pages, or page conversions.
‘Subscription data’ is the information you give when requesting a service. The data is collected from a user upon subscription of a membership, newsletter, offer, guide, quiz or product. The information gained can include postal, census, geographic and demographic data files.
‘Social data’ is the information social media users publicly share, like their location, language, biographical data and any shared links. This is the kind of thing you can find in social posts or bios, things that have been intentionally shared, including targeting ads similar to tickets or products bought or accounts followed.

With high-quality social data that is aggregated and analysed correctly, you can target ads to the people who are most likely to buy their products and determine the most effective places to advertise.
You can refine your advertising further by narrowing their target audience by gender, language spoken, electronic device used, age, interests, location, and other factors.

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