First-party data is now the flavour of the month as brands realise that they can no longer rely on third parties to collect data for them and provide the information and insights to run their business or inform their decisions.

According to Dr Shorful Islam, chief data scientist and practice lead at Tribal Worldwide, brands need to either create a first-party data strategy or brush up the one they had but never implemented to succeed in an omnichannel future.

Why it matters

With Apple and Google now limiting or terminating data collection by third parties, brands need a strong first-party...