Begin first-party data work by defining a clear business challenge or hypothesis rather than starting from existing technology. Map capabilities to objectives to avoid retrofitting tools to a vague brief. Recognize ad tech capabilities and use them deliberately rather than overlooking them. Integrate paid media into first-party data strategy early so audience approaches can be operationalised at scale through exclusions, high-value lookalikes, and value-based bidding. Treat paid media as an amplifier distinct from CRM, and leverage practitioner expertise to avoid wasted investment and speed delivery of measurable performance outcomes.
This is never going to be a formula for success. Start with a business challenge, an objective, something you want to change - ideally a hypothesis that you would like to put to the test. Don't avoid tech altogether - just don't let it set the brief. And don't underestimate the role of ad tech - it's often overlooked and many brands barely scratch the surface of its capabilities.
1PD is often owned by customer relationship management (CRM) or data teams, but a lack of paid media understanding means those teams frequently overlook valuable opportunities. Paid media is not CRM. It is an amplifier that translates audience strategy into scalable performance - such as exclusions, high-value lookalikes, and value-based bidding. Bringing media into the conversation early ensures your 1PD strategy doesn't just exist in theory, but drives performance in practice.
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