Contact us
contact us
The Aptitude Blog

Revealing the hidden revenue potential of first-party data in 2024

May 30, 2024
Posted by Jay Tocco

In 2024, the landscape of data utilization in business is undergoing a seismic shift. As privacy regulations tighten and third-party cookies become relics of the past, companies increasingly rely on first-party data. This invaluable asset transforms how businesses manage subscriptions, drive advertising revenue, and optimize overall data revenue streams.

Cracking the code of first-party data

First-party data, collected directly from user interactions on websites, apps, and other platforms, is the bedrock of modern marketing and customer engagement strategies. This data is precise and unique to each company, offering unparalleled insights into customer behaviors and preferences.

The subscription management puzzle

For subscription-based services, first-party data is a goldmine. These businesses gather extensive information about their users, which is essential for:

  1. Personalization: Companies can deliver highly personalized content and offers by leveraging first-party data. This tailored approach significantly boosts customer satisfaction and retention.
  2. Churn prediction: Detailed data analysis helps identify subscribers at risk of canceling their subscriptions. Proactive strategies, such as targeted offers and personalized communication, can be implemented to retain these customers.
  3. Pricing optimization: Companies can use first-party data to test and refine various pricing models, ensuring they meet the needs and preferences of different customer segments.

Advertising revenue vs. subscription revenue: The balancing act

The dynamics between advertising revenue and subscription revenue are evolving. Traditionally, businesses relied heavily on advertising revenue, but the decline of third-party cookies and heightened privacy concerns are driving a shift toward subscription models.

Advertising revenue

  • Challenges: Stricter privacy laws and the end of third-party cookies are making targeted advertising less effective. Users are becoming “blind” to adverts as they not related to their interests.
  • Opportunities: First-party data allows for precise advert targeting within a company’s ecosystem, enhancing advert relevance and effectiveness. Media companies, for instance, can use subscriber data to serve more targeted ads; driving engagement and higher yield.

Subscription revenue

  • Advantages: Subscriptions offer a reliable revenue stream less vulnerable to market fluctuations. They also foster deeper customer relationships and long-term loyalty.
  • Challenges: Maintaining and growing a subscriber base requires ongoing effort and value delivery. Companies must consistently justify the subscription cost to retain customers. Subscriptions can be seen as luxury items by customers, and when income is tight, they are often cancelled.

Is everything just data revenue?

In 2024, first-party data is enhancing and supporting various revenue models:

  1. Enhanced advertising revenue: First-party data improves advert targeting precision, making advertising more effective than third-party cookies.
  2. Boosted subscription revenue: Data-driven insights enable better personalization and engagement, reducing churn and potentially increasing subscription revenue.
  3. Hybrid models: Some companies are combining ad-supported and subscription models. For example, offering free ad-supported and premium ad-free tiers, using first-party data to optimize user experiences in both models.
  4. New revenue streams: First-party data opens new avenues, such as data licensing or partnerships, where anonymized data insights are shared under strict privacy regulations.

Maximizing first-party data value: Strategies for engagement and retention

  • Segment and personalize: Use data to create detailed customer segments and deliver personalized experiences tailored to their preferences.
  • Focus on retention: Identify at-risk subscribers and implement targeted retention strategies to keep them engaged.
  • Flexible management: Offer flexible subscription management options, allowing subscribers to pause or modify their subscriptions easily, improving overall satisfaction and reducing churn.

Learn more: Streamlining subscription management: The crucial role of standardization – Aptitude Software

Powering subscription growth for media companies

Aptitude eSuite is the subscription management platform for innovative media organizations looking to reduce TCO, automate the subscriber lifecycle, and drive data-informed decisions.

Accelerate your recurring revenues

Aptitude works with clients to accelerate cloud transformation and drive direct-to-consumer recurring revenue growth through subscription models. eSuite enables a client to collect first-party data on a continuous basis, providing several key benefits:

  • Accelerated speed to value: Quickly go-to-market with new offers and services.
  • Boosted subscriber acquisition: Incentivize conversions and launch frictionless onboarding journeys.
  • Churn reduction: Minimize both voluntary and involuntary churn to protect revenue.
  • Comprehensive subscriber data view: Inform strategic decisions and drive growth with a unified data perspective.
  • Lowered operating costs: Increase automation and leverage a SaaS-native platform to reduce expenses.


As 2024 progresses, the strategic use of first-party data is becoming crucial for businesses. It is not merely about data as a revenue stream but about how data enhances various revenue models. Companies that effectively utilize first-party data will be better positioned to navigate the complexities of modern subscription management and advertising, ultimately driving long-term growth and success.

Ready to transform your subscription management? Book a demo with one of our experts today to see how Aptitude eSuite can power your subscription growth and optimize recurring revenue streams.

Back to blog

This blog post was written by:

Jay Tocco
Content Manager
Read More