# 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.

Source: https://fidella.app/glossary/first-party-data
Last reviewed: 2026-08-30

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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A social platform's reach is rented and can be withdrawn without notice.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.