First-party data

First-party data is information a business collects directly from its own customers and their interactions with it: purchases, site behaviour, service contacts, email engagement. It became the core of most lifecycle programmes as cross-site tracking was restricted across browsers and mobile platforms. Owning the data does not make it usable, though: consent, identity and freshness still decide what you may act on. Check the lawful basis and consent state alongside the record itself, because both travel with it.