First-party DataGDPR complianceDigital marketingLGPD
Universidade de São Paulo
This paper explores the important role of first-party data in digital marketing, examining its usage, the impact of Europe’s GDPR, relating it with Brazil’s LGPD. The study includes real-world cases of GDPR-compliant user data processing in a major consumer goods company. It is based on the student’s internship at Procter & Gamble in France, covering the period from May 2022 to November 2022. The initial phase, supervised by P&G’s Marketing Technology manager Vera Glukhenkaya and Grenoble INP professor Antoine Frenoy, focused on the implementation aspect. The second phase, undertaken at the Universidade de São Paulo for the graduation project, transitioned to an academic focus. The paper is divided into two projects that represent real-world use cases of the usage of first-party data in digital marketing. The first one validated the practicality of companies procuring first-party data from internal datasets, underlining the escalating emphasis on regulatory adherence. Analysis results showed the presence of potential consumers’ data that could come from internal disorganized data from the company’s databases. The subsequent project showcased the ability to extract meaningful insights through in-depth analysis of first-party data, employing Amazon Marketing Cloud to answer pivotal business questions. This approach demonstrated the potential for unveiling new insights from existing, untreated, and disorganized data, all aligned with the company’s interests. Through comprehensive analyses and real-world cases, this paper underscores the challenges and transformative potential of strategically utilizing first-party data. The shift away from traditional reliance on second and third-party data is evident, showcasing businesses’ adaptability to regulatory frameworks. The study also explores global variations in data protection regulations, emphasizing the need for a nuanced approach. Significantly, GDPR is portrayed not just as a regulatory framework but as a powerful tool empowering users to regain control over their personal information. Ultimately, the research envisions a future where the judicious use of first-party data, aligned with evolving regulations, plays a central role in achieving business goals and building consumer trust in the dynamic digital marketing landscape.
João Vitor Vargas Soares