What is defined as first-party data?

First-party data refers to information that is collected directly from an organization’s own audience or customers. This type of data is highly valuable because it is specific to that organization’s interactions with its users, providing insights that are more accurate and relevant for marketing and decision-making purposes. Organizations typically gather this data through their websites, apps, customer transactions, and interactions, enabling them to build a thorough understanding of customer preferences and behaviors.

In contrast, the other options represent sources of data that do not originate from the organization itself. Data from external market research firms is derived from third-party sources, while information from public records is not specific to any one organization. Aggregated data shared between multiple organizations also falls outside the realm of first-party data, as it implies a combination of information from various sources rather than the direct collection of data from individual customer relationships. Thus, the focus on direct collection of data from one's own audience distinctly defines first-party data.