2nd party data


This category, as its numbering would suggest, falls somewhere between third party data, in that it isn’t owned by your brand, and first party data, in that you have the capability of using it, within applicable regulations, and as long as your purchased and/or rented it legally.

Second-party data is essentially another organization’s first-party data, as they gather it directly from their audience. It may include data from activity on websites, apps and social media, in-store purchase history, survey responses and more.