{"id":22762,"date":"2022-12-12T15:13:01","date_gmt":"2022-12-12T15:13:01","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/the-key-to-first-party-data-collection\/"},"modified":"2022-12-12T15:13:01","modified_gmt":"2022-12-12T15:13:01","slug":"the-key-to-first-party-data-collection","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/the-key-to-first-party-data-collection\/","title":{"rendered":"The Key to First-Party Data Collection"},"content":{"rendered":"

<\/a>\n
<\/p>\n

\n

While big tech and regulation still play out, The New York Times continues to lead first-party data collection with products backed by the growth of its incredible subscriber base. Erin Hennessy, executive director of product marketing and\u00a0insights at The Times, joined Adweek\u2019s NexTech Summit to discuss how her team is setting the standard for what companies can do to be on the right side of privacy and protect consumers\u2019 information.\u00a0<\/p>\n

Leading the first-party data race<\/strong>\u00a0<\/h4>\n

By leveraging its unparalleled wealth of proprietary audience intelligence and tenacious work in data science, New York Times Advertising is blazing the first-party data trail, driving engagement for brands with accuracy\u2014and privacy\u2014well ahead of the cookieless future.\u00a0<\/p>\n

\u201cThe New York Times is able to boast one of the largest audiences in the publishing industry\u2014we have 10 million subscribers,\u201d Hennessy said. \u201cSo when we\u2019re thinking about a first-party data strategy, we\u2019re trying to do that with integrity and respect for our users.\u201d\u00a0<\/p>\n

Hennessy said that having a large audience isn\u2019t as important as some advertisers might think, and instead, how engaged the audience is should take precedence.\u00a0<\/p>\n

\u201cCertainly size matters, but really knowing those audiences and building trust and engagement with those audiences is part of it and then figuring out how to operationalize it,\u201d she explained. \u201cSo adding to our portfolio, with things like Wirecutter and NYT Cooking, highlights our ability to meet an audience\u2019s interests and passions while also giving us a lot of new signals.\u201d\u00a0<\/p>\n

Reinventing the wheel<\/strong>\u00a0<\/h4>\n

To harvest first-party data, The Times got back to basics, using an old-school advertising tactic to hear directly from their audience. It\u2019s a strategy that Hennessy said has paid dividends, partly because it\u2019s one that readers were already familiar with.\u00a0<\/p>\n

\u201cWhen we\u2019re collecting and capturing first-party data, we\u2019re doing so by way of surveys,\u201d she said. \u201cEvery month, we get thousands of our audience members and readers to respond to the surveys voluntarily with no compensatory benefit. You can really only do that if you have a super engaged audience.\u201d\u00a0<\/p>\n

The Times uses a few strategies to keep its readers highly engaged in answering the surveys, all of which are rooted in knowing its audience.\u00a0<\/p>\n

\u201cWe think about who we\u2019re communicating with\u2014is this a deeply engaged user or subscriber? Is it someone who\u2019s only visited us on occasion? And how we collect that information really varies based on that, she said.\u00a0<\/p>\n

It starts with education<\/strong>\u00a0<\/h4>\n

For other marketers looking to take a page out of the Times\u2019 first-party data playbook, Hennessy said it starts with education and ensuring everybody is on board and understands the purpose behind the mission.\u00a0<\/p>\n

\u201cIt\u2019s not even about education with our clients, but the internal education is key,\u201d she said. \u201cThe adoption you need to build with your sales team and your strategy team, in terms of understanding not only the methodologies but also how to harness all of the stuff we\u2019re building and bringing out there.\u201d\u00a0<\/p>\n<\/p><\/div>\n