Adequate Ways To Employ Third-party Data In Your Digital Marketing Strategy


May 16, 2022


7 min read

Digital Marketing Strategy

Source: Pexels

An appropriate digital marketing strategy is vital to organizational success in the modern age of business and technology. Companies that thrive in the digital realm devote effort to developing digital marketing approaches. Organizations can reach clients across considerable digital channels due to this method, resulting in increased revenue and improved conversion rates.

Marketing strategy is the process of determining precise marketing objectives at a higher level. A comprehensive marketing technique will identify realistic objectives for traditional (broadcast, radio, and print) and digital platforms. Compelling marketers will assess eclectic marketing methods essential to reach those strategic pursuits using established strategies and goals.

Thousands of marketing tactics have emerged in this rapidly evolving world of digitalization. At all levels, businesses are contesting for their place. Are you one of them, or are you considering how to improve your marketing strategies? If yes, you have arrived at the right location. We specialize in supplying you with useful data to assist you in upscaling your business.

We are here to inform you more about incorporating third-party data in your strategy to assist you in generating sales more successfully. It’s a fabulous tool that’s quickly accumulating grip across all manners. Stay tuned to learn more about this incredible technique!

What Is Third-party Data?

Third-party data is any information assembled by an agency that does not directly connect to the user whose data is being managed. Before being gathered by a third-party data source, this data is typically collected from various websites and platforms.

Advertisers use third-party and first-party data to reach and understand new consumers at scale. Advertisers employ third-party data obtained from diverse sources, refined into sellable groups by publishers or data management businesses, and then used to advance and comprehend new audiences at scale.

Third-party data was limited before the arrival of the internet. Customer lists were available for purchase from a small number of organizations, and the mail or telephone campaigns with inflexible utility and attribution capacity. Today, data is generated by everything that is connected to the internet. There is significantly more data to collect than ever before, and this trend will continue. 

Let’s glance at an instance to comprehend it better. Assume you run a car dealership and want to increase the number of clients who visit your locations. You employ the services of a consumer intelligence agency to accomplish this. The agency will assist you by finding and targeting people who have recently visited your competitors. It will help you attract that audience and increase revenue.

How Is Third-party Data Collected?

Third-party data is assembled and transmitted the same way as first- and second-party data. Independent researchers employ surveys, interviews, and feedback forms to acquire information about an oversized audience. Organizations can then acquire this data for their use, exclusively as second-party data.

Many agencies use a consumer intelligence firm to assist them in collecting relevant data about potential audiences. The intelligence firm obtains information by categorizing it into the following categories:

  • Personal Data comprises information, including cookie settings of internet users or their IP addresses.
  • Engagement Data contains information about how a user interacts with different applications on the internet.
  • Behavioral Data includes information about a user’s product consumption, qualitative data, and their history of buying products.
  • Attitudinal Data incorporates information about the product’s desirability and how satisfied the consumer is.

This information is then exposed to several algorithms that assist the marketing agency in determining and targeting the appropriate audience.

How Is Third-party Data Collected?

Source: Pexels

What Are The Benefits Of Third-party Data?

The economies of scale are one of the most consequential benefits of employing a third-party data center. Even something as uncomplicated as a hardware or software upgrade can be a logistical misery for firms with multiple locations. It could imply substantially higher staffing levels and greater hardware discounts than a regular corporation. As a result, a maintenance provider may handle product rollouts more efficiently than many organizations that endure them internally.

  • Data from third parties can be obtained to earn money and learn more about other individuals, companies, or organizations.
  • It is not confined to a single industry and can benefit various businesses.
  • The data allows you to learn more about the population you should target, informing you about who is contacting your competitors.
  • It aids in the identification of new potential clients.
  • Third-party data might assist you in developing fresh campaigns and methods to reach out to your target demographic.

These are merely infrequent of the numerous advantages of using third-party data. You may effortlessly implement these tactics in your agencies to maximize their potential and effectiveness.

Why Is Third-party Data Needed In A Digital Marketing Agency?

Quality third-party contact data broadens marketing reach, allowing campaigns to cast a larger net. Based on the findings, marketers may use segmentation to put their buyer personas to test and refine their target group. Additional contacts that best match the target can then be located by gathering additional third-party data via audience mirroring, which is a method of locating fresh prospects with similar characteristics.

If you possess a digital marketing agency, you understand how formidable it is to consistently increase revenue and manage your online reputation. It is challenging because of increased competition on the internet and certain other concerns. It is more difficult to determine what alterations a user can incorporate into his choices.

A digital marketing agency uses third-party data to get more information about potential audiences. Third-party data helps it grow sales and establish effective strategies by providing relevant information and even cookie-based data.

Let’s get into how you may effectively leverage third-party data in your digital marketing campaigns without further ado!

How To Effectively Use Third-party Data In Your Digital Marketing Strategy?

Display Target Advertisements 

Third-party data can aid your agency in saving time. It is because they enable potential target audiences. You can then buy segments of information that you consider most beneficial for your strategy and employ them. To effectively make use of it, ensure that you are using extremely precise data that provides you with direct information about the preferences and aversions of your audience. It also allows you to offer tailored adverts to visitors right away, saving you money by eliminating the need to visit many websites to your advantage.

Refine Your Existing Audience

You may have already operated first-party data or other related ways in your strategy. Refining your present audience is far more meaningful than reaching out to a new audience. To ensure a loyal consumer relationship, you should retain this in your plan. Use third-party data to learn more about your customer and see whether their prerogatives have altered. You can reasonably target them and assure them that you understand their urges and can meet them for a long time in this form.

User Experience Personalization

It is one of the most efficient modes to incorporate third-party data into your digital marketing campaigns. Third-party data can assist you in personalizing the user experience by providing information about the users’ preferences. You can also obtain detailed information concerning their type, location, age, and device preferences. It will allow you to tailor the user experience like never before and target them only based on their interests. It will help you increase revenue, target potential clients personally, and accumulate their loyalty.

Specific Information

You may have already come across numerical and physical data of your customers when specifying a digital marketing strategy. While it may have provided you with information on your target audience, it is still inadequate. Using third-party data to overcome this limitation can lead to improved marketing results. It provides detailed information on your target audience in general and specific areas such as geography, buying history, product satisfaction, etc. You can easily increase your sales by incorporating this identical information.

Use Your Information Outside

Using a third-party system within your strategy isn’t satisfactory. Instead of this, use it outside of your organization as well. You can use your data to personalize web experiences for yourself and your clients outside of the company. Continue running tests with third-party data to optimize your website and app targeting. It would benefit if you also executed lookalike models using third-party data, allowing you to reach new audiences and help you collect first-party data more effectively. You may also employ analytical marketing methods to obtain extra insight by applying your data outside.


The above-explained methods will be beneficial to your digital marketing agency. If you want to witness a significant rise in sales, connect with Saffron Edge, one of the leading agencies. It helps you design tactics that stand out and increase your earnings and enables your customers by providing a wide range of data. It will also assist you in making the most of your data and staying ahead of the competition in this fast-paced race.