Data directly gathered by an organization from its own audience, customers, or users, through resources like websites, apps, CRM systems, and surveys, constitutes a valuable asset. For example, purchase history tracked through a company’s e-commerce platform falls under this category. This direct collection allows for a deeper understanding of individual behaviors and preferences.
Leveraging such information provides organizations with a significant competitive edge. It enables personalized experiences, targeted marketing campaigns, and more accurate business decisions. Historically, reliance on third-party data was prevalent. However, increasing privacy regulations and the evolving digital landscape have shifted the focus towards data ownership and control, highlighting the strategic importance of this approach.
