In a newly released white paper, Connexity published the results of a head-to-head test, proving 1st party data performs better than 3rd party data. The data was used to target women’s fashion shoppers as part of a branding campaign. Click here to read the entire white paper, or read below for a few notable findings.
The Connexity first-party data delivered stronger performance, as measured by key metrics.
The average CTR (i.e. ad engagement) was 25% higher than the CTR earned from the comparable audience segments purchased from the third-party providers.
The Connexity audience delivered 8% more page views than the third-party data, meaning shoppers clicked on or otherwise engaged with the content on the landing page.
The shoppers targeted with Connexity data spent 36% more time on the site than the consumers from third-party segments.
There are several possible reasons why Connexity first-party data performed better, including:
Gender accuracy: Third-party data relies on “head of household” information to determine the gender, not the actual computer user in that session. Connexity uses proprietary self-reported survey information from the Bizrate Insights platform to derive and model gender.
Transparency: The third-party data sources provided very little information on how it classified individuals as active consumers, just offering a one sentence description. That means they may have included women who were no longer in market.
Proximity to the source: Connexity data is 100% “Powered by Shopping” and always comes from a touch point in a shopper’s path to purchase. Being close to the data enables us to collect, segment, and score audiences accurately—then bid based on the true value of each individual.
WHATEVER THE REASON, THERE’S AN IMPORTANT TAKE-AWAY FOR ALL MARKETERS:
Data quality has a significant – and measurable – impact on your campaign results. The closer you get to the source, the better it performs.