Glossary
What is first-party data?
First-party data is what you learn directly from your own customers rather than buying it or renting it from a platform. A loyalty programme is one of the few ways a small hospitality business generates it, and it does not disappear when somebody else changes their algorithm.
The strategic argument for a loyalty programme, as distinct from the tactical one about repeat visits.
Why it matters
A social platform’s reach is rented and can be withdrawn without notice. A relationship with a customer who chose to join your programme is yours.
It comes with obligations
Holding customer information means handling it lawfully and carefully. In New Zealand that means the Privacy Act 2020. Collecting more than you need is a liability, not an asset.
Related terms
- ConsentA customer's informed agreement to join and to be contacted.
- Privacy Act 2020New Zealand's privacy law, which governs customer data in a loyalty programme.
- RFMSegmenting customers by recency, frequency and monetary value.
- Loyalty programmeA structured scheme that rewards repeat custom with earned value.