How would you build a first-party data strategy for a brand that currently relies on third-party targeting?

What the interviewer wants to hear

• Create value exchanges that earn consented data
• Unify data in a CRM or CDP
• Clear consent and privacy governance
• Use data for segmentation, personalisation and audiences
• Feed data back to ad platforms with conversion APIs and customer match
• Measure the value of the programme

Model answer

First I would design value exchanges that give people a reason to share their data: useful content, tools like calculators, loyalty programmes, quizzes, early access or members-only offers. Every collection point would have clear consent and a privacy notice. Next, I would bring the data together in a CRM or customer data platform, so we have one view of each customer across email, website, app and purchases. With that, we can segment and personalise emails, website content and offers. We would also use it in advertising, uploading consented lists for customer match and sending conversion data through Google enhanced conversions and the Meta Conversions API, which improves targeting and measurement without third-party cookies. Governance matters: data owners, retention rules and regular audits. Finally, I would track the size and engagement of the opted-in audience and the revenue it drives, to show the programme's value.

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