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Getting your hands on quality first-party data is a big win, but it’s not the finish line. In fact, it’s often just the beginning. We’ve seen brands unlock powerful results with first-party data, but we’ve also seen others get frustrated when the magic doesn’t happen overnight.
Here are a few common missteps to avoid once you’ve got the right data in place:
1. Expecting instant, astronomical results
Yes, first-party data can drive incredible performance – we’ve seen it happen. But not every campaign will be a knockout straight away. First-party audiences give you a better starting point, but they still need thoughtful creatives, the right channel mix, and time for the algorithm to learn. It’s a long game, not a silver bullet.
Just look at USN. By using Flow’s first-party data marketplace, they boosted conversions by 3.6x and lifted click-through rates by 25%. But it wasn’t luck, it was smart segmentation, consistent testing, and the right message for the right moment.
2. Assuming the data is bad if performance dips
If you’re not seeing the results you expected, it doesn’t necessarily mean the data is poor quality. It could be the messaging, the format, the timing, or how the audience was built. A great dataset used in the wrong way won’t deliver great results. That’s why testing and iteration matter – especially in the early stages.
3. Not segmenting or refining the data
Just because the audience is high quality doesn’t mean it should be used as one big group. Break it down. Separate new customers from loyal ones, cart abandoners from browsers, frequent buyers from first-timers. The more tailored your approach, the more effective your targeting.
4. Forgetting to measure and feed the loop
First-party data gives you better signals – but only if you close the loop. Make sure you’re tracking results properly and using performance insights to refine targeting, creative and audience selection. That’s how you get smarter over time, and how the platforms learn who to prioritise.
5. Using one audience and calling it a day
One high-quality audience is good but layering multiple relevant audiences is better. If you’re only targeting a single segment, you’re likely missing out on people who are showing intent in different but equally valuable ways.
For example, if you’re marketing a skincare brand, you could target people who’ve read beauty product reviews on a trusted content platform and combine that with audiences who’ve visited the beauty section of a major online retailer. Individually, both groups show intent. Together, they indicate a much higher likelihood of conversion.
If you’re a marketer looking to turn high-intent audiences into real results, we can help you sharpen your strategy and scale what works.
