After decades of seeing brands succeed or stall, I can tell you the most consistent winners are those who own their data, connect it to every marketing decision, and measure against real outcomes, not vanity metrics. The market has shifted. Privacy laws, AI, and shifting consumer behavior mean that if you’re still renting audiences instead of building your own, you’re on borrowed time.
In a privacy-first, AI-driven market, brands that own their first-party identity win. Everyone else is renting their future. If you’re not leading in this area yet, this is your moment to start, and AiOpti can help you get there.
When I started in brand and consumer marketing in 1992, the toolkit was completely different. There was no internet, no smartphones, no social media, and certainly no geolocation data. Campaigns were often driven by gut instinct, broad demographics, license plate counting, and zip code–based direct mailers.
We did our best with the tools available, but it was guesswork wrapped in creative execution. Fast-forward to today — the most successful marketing organizations are precise, data-led, and fully accountable to measurable results.
And the single most critical foundation, the number one asset for any business or brand, is first-party data.
The marketing world is in a massive state of change. Between the phaseout of third-party cookies, changes in mobile app tracking, and shifting privacy regulations worldwide, brands can no longer rely on “borrowed” data from tech platforms or media partners. This is often referred to as signal loss, and it is reshaping how marketers operate.
Owning your own data isn’t just about compliance or privacy — it’s about control. First-party data allows you to:
Brands that take ownership of their customer data create deeper relationships, enjoy higher returns, and build resilience against future market shifts.
Across my career, I’ve seen firsthand how taking control of your data transforms outcomes. Consider these examples from brands I’ve worked with directly in senior leadership roles:
NASCAR
When NASCAR first began its direct-to-consumer efforts in 2004, fan engagement data was limited and scattered. Over time, the organization centralized ticketing, licensed merchandise, and digital engagement into a unified data strategy. By going beyond the generic “race fan” label and building nuanced audience personas, NASCAR achieved a 22% lift in repeat ticket purchases and double-digit merchandise sales growth year-over-year (Sports Business Journal, 2023).
PGA TOUR
The PGA TOUR used app behavioral data to personalize content and offers based on individual fan passions — whether that was following a specific golfer, watching highlights, or booking tee times. This level of precision led to a 31% increase in click-through rates and measurable e-commerce gains (SportsPro Media, 2023).
United Parks & Resorts (SeaWorld)
By integrating guest purchase histories across parks, SeaWorld delivered precision-targeted offers that aligned with guests’ past behaviors. The result: a 17% increase in average guest spend and an 11-point rise in satisfaction scores (SeaWorld Annual Report, 2023).
U.S. Olympic & Paralympic Committee (USOPC)
The USOPC took full ownership of donor and fan data, enabling campaigns that boosted donor reactivation by 28% and average gift size by 14% (Team USA Foundation, 2023).
In each of these cases, the strategy was not simply to collect data, but to own and activate it. That means:
When these steps are in place, marketing stops being a cost center and starts being a growth engine.
Here’s a simple litmus test: If you lost access to your media platform data tomorrow, would you still be able to identify, reach, and measure your customers?
If the answer is no, you’re at the mercy of someone else’s rules, algorithms, and data policies. And in today’s climate, that’s a risk most brands can’t afford.
Owning first-party data changes the equation. It gives you control, predictability, and leverage in negotiations with media partners, tech vendors, and even retail distributors.
Ready to take control? Let’s talk about how AiOpti can help you own your signal.
For brands ready to shift into a first-party data–driven model, the roadmap starts with:
First-party data isn’t a buzzword. It’s the operating system for modern marketing.
In five years, the brands that have built robust, owned data ecosystems will be the ones leading their industries. Those who continue to depend on borrowed data will be left wondering where their customers went.
At AiOpti, we help brands own their signal — connecting first-party data to actionable insights and revenue outcomes. Because in the end, you can’t optimize what you don’t own.
Own the data. Raise the match rate. Lead the market.
— BARB
Sources
Sports Business Journal, NASCAR Fan Data Strategy, 2023
SportsPro Media, PGA TOUR Digital Engagement, 2023
SeaWorld Parks & Entertainment Annual Report, 2023
Team USA Foundation Annual Report, 2023