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You’ve likely heard of first-, second- and third-party data. What characterizes each and why does it matter? It can mean the difference between wasting enormous amounts of resources and generating effective ROI.


Explanation of first-party data, second-party data, and third-party data.

First-Party Data


First-party data is collected directly, first-hand. For example, this might be an email address provided when signing up for an e-newsletter; demographic information voluntarily provided; or transactional data (purchases and downloads). Such data could also involve behaviors online (web and email clicks, hovering, active time spent, etc.) or involve topics of interest determined by how the prospect engages with content over time. First-party data is a direct window into your prospects’ thought processes—a window that allows you to glean valuable information about their interests and buying intent.


Second-Party Data


Second-party data is data acquired from another party. An example is an attendee or member list provided by an outside vendor. Essentially, you are purchasing someone else’s first-party data. Reliability, privacy implications and contact weariness are risks associated with second-party data, which make it vital to partner with a trusted source.


Third-Party Data


Third-party data is any data that’s been collected by a business or other entity that doesn’t have any direct link to the visitor or customer. It often comes from sources across the web; for example, data pulled from publicly accessible websites and databases. Third-party audiences have not displayed any interest in your brand. This data can often be unreliable and lead to a dirty database and lack of audience trust, and it can ultimately impact your engagement rates and sender reputation.


Here at WFB, audience engagement and maintaining a clean database are both paramount to our business and, ultimately, our customers’ success. We understand how daunting the process can be–we literally have a full-time staff dedicated to maintaining and growing our audience of verified, engaged prospects who choose to provide information to us and our partners. We provide audience insights in many ways throughout the year, including audience demographic profiles on our advertising site and in the annual State of the Industry Report. I’d love to discuss opportunities to take advantage of our data and target your best prospects. Drop me an email.

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In today’s Marketing Minute, I have a few simple tips today that will help your company’s presence on social media. These might sound like basic things, but here at the magazine, we spend a lot of time on social media trying to tag other companies in our posts, and I see companies missing these fundamentals all the time. For the record, I’m not picking on just contractors—I also see these with our retailers, distributors and manufacturers. Watch the video below to make sure you’ve got these basics covered. If you have any questions, feel free to reach out via email or phone (608-467-1085).



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Updated: Feb 22

Are you taking advantage of our free opportunities to connect with highly-engaged wood flooring pros? As the No. 1 resource for industry news and product info, Wood Floor Business offers many ways to connect you with our engaged audience of wood floor pros at all levels of the industry. Check out the video and infographic below for detailed information. Feel free to reach out to me anytime to discuss via email or at my direct phone line: (608) 467-1084.



Graphic showing how to get free press from Wood Floor Business.

Contact Kendra to hear how WFB can help provide solutions to help your brand succeed:

National Account Director | kendra@woodfloorbusiness.com | (608) 467-1084

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