Use case 4: First-party data activation

What is Zero-party / First-party / Third-party data?

What’s so special about first-party data?

Utilizing first-party data in analytics offers significant value by providing direct, high-quality insights into customer behavior and preferences. Unlike third-party data, first-party data is collected directly from the audience through owned channels, ensuring accuracy and relevance. This proprietary information enables more precise audience segmentation, personalized marketing campaigns, and deeper understanding of the customer journey, leading to higher engagement and conversion rates. Furthermore, as privacy regulations tighten and reliance on third-party cookies diminishes, leveraging first-party data becomes a sustainable and competitive advantage for driving targeted and effective business strategies, such as increasing bookings by 10%.

How to activate

There are a variety of ways to connect your Lytics account to your First Party Data source. The most ideal way would be cloud connect which continuously keeps your First Party Data fresh with recurring imports and a variety of connectors such as Amazon Redshift, Databricks, Google BigQuery, Microsoft Azure SQL Database and Snowflake. In the case of our demo we utilized the webhook enrichment job to reach our custom built CRM, below I’ll walk through some steps that have crossover on both of these options.

1. Connecting to your First Party Data: For connecting to cloud connect refer to this documentation https://docs.lytics.com/docs/managing-cloud-connections. When trying to understand what data is being passed through from your data provider, check Data Pipeline -> Streams and select the newly created stream from your connection. Then click recent events at the bottom to get an understanding of what is flowing in.
2. Building Fields/Mappings: In order to effectively manage your First party data flowing in, you have to build fields and map them to the correct stream. The image below is an example of a response you can expect when importing First party data in from a new stream. In order to make use of this I’d need to create a new mapping for the field email tied to my Cloud Connect stream with the expression. This will receive the information at the origin.email location of the response from cloud connect and associate it with the known field email that already exists in our Lytics Account. This will stitch the First party data and Zero party data together into one joint profile with the power of identity resolution.

"origin.email": "mason.bailey61@example.com",
"origin. email_sha256": "fdf7be94a8008f18325f87b0398019b01b1f84cf758df9587823f5ff6eaac8e6",
"response. acquisition_source": "Facebook Ads"
"response. activities [0].data. channel": "Chat"
"response. activities [0].data.created_at": "2026-03-03T01: 05:03.514783+00: 00",
"response. activities[0].data.customer_id": "d7bc60d4-22ef-4722-b9d9-fd2070cfaa7c",
"response. activities [0].data.description": "Had chat conversation with support",

3. Publish Schema: Navigate to Building Profiles -> Dashboard scroll down to find Schema Summary and Publish the Changes you’ve made to the schema. Follow the prompts/steps to publish your changes. You will need to provide ‘Schema Version Details’.

4. Activating 1st Party Data: So now that we have connected our Zero and First Party data into one, let’s utilize it in effective personalization. With this information we can target things such as preferred activities, preferred room type, budget range etc. Through the audience builder we can segment users based on this knowledge, for example an audience where loyalty_tier equals Gold or an audience where preferred_activities contains Parasailing.

"response. lifecycle_stage": "First-Time Guest",
"response. loyalty_tier": "Gold",
"response. number_of_stays": "0",
"response. opt_in_status": "false",
"response phone": "+1-555-5039",
"response. preferences. adventure_relaxation_slider": "69",
"response. preferences. budget_range": "Budget",
"response.preferences. sustainability_interest": "true",
"response. preferences.travel_companions": "Couple",
"response. preferences. travel_frequency": "Quarterly",
"response. preferred_activities": ["Parasailing","Sailing","Kayaking"1,
"response preferred_room_type": "Executive Suite",

5. Build a Segment: Navigate to Using Profiles -> Audiences and create new. Name your audience as you see fit, and scroll down to custom rule. When in the custom rule section search for your newly created field and select it. Then choose your operator; for example, loyalty_tier equals "Gold", then click add the condition button. Check the API accessible box to ensure it gets synced to your personalize project and save your new segment. Now press ‘Create’ at the bottom.

6. Create an experience: Following the same steps in the first 2 use cases, create a segmented experience, create variants tied to your new segment, link content types to variants, create personalized content, and publish your segmented experience

Validate (recommended): Confirm first-party fields land on profiles, audiences evaluate correctly, and the segment is selectable in Personalize. Then activate a segmented experience and confirm targeted delivery.