From Privacy to Profit: What Top Brands Teach Us About First-Party Data
- oslezovic
- Jun 5
- 2 min read
With third-party cookies crumbling, marketers are racing to build smarter ways to collect and use first-party data. But a few brands are already doing it right, and their success offers a blueprint worth following.
Take Kia and Hyundai. They revamped their customer experience by integrating data capture directly into their websites. Interactive tools like “build your own Kia” doubled as data collection points. The result was a 4x higher conversion rate and a massive boost in new user engagement.
Then there’s Heineken UK, which turned mobile data and real-time triggers into context-rich campaigns. By delivering offers based on when and where people were engaging, they saw impressive in-store results.
L’Oréal took it further. Their unified data strategy helped them outperform even their search ads, thanks to smart retargeting built on deep behavioral insights.
Even in more regulated spaces like healthcare, companies like AVIA used CRM data to personalize outreach. That level of precision led to higher engagement and adoption rates without sacrificing compliance.
And let’s not forget PepsiCo’s Quaker Oats. They layered data from web, social, and in-store with incentives, offering discounts and rewards to drive sign-ups and repeat engagement.
The lesson across the board? When people understand what they’re getting in return, they’re willing to share. And when brands use that data well, ethically and with transparency, it creates better experiences and stronger results.
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