First-party data strategy is shifting from collecting customer signals to acting on them, according to marketing leaders who spoke at the e4m Real Time Programmatic Conference, as reported by exchange4media on October 3, 2026.
The panel included Mudit Bhandari of Birla Opus, Subhra Bardhan of Kotak Mahindra Bank, Abhishek Chandwadkar of ICICI Prudential Asset Management, Deepak Oram of HDFC Bank and Adhir Anand of Zydus Wellness.
What Does a Modern First-Party Data Strategy Require?
Speakers said the journey from signals to decisions, action and outcomes matters more than simply accumulating customer information. Customer Data Platforms are now a standard investment, but owning one does not by itself deliver meaningful customer insight.
The gap, panellists noted, is linking behavioural data to concrete actions, such as changing the communication channel based on how a customer actually engages instead of repeating an approach that is not working.
How Can Brands Use Data Beyond Acquisition?
Data originally gathered to acquire customers can be repurposed for service improvement and lifetime-value optimisation, the speakers said. That shifts the focus from the first purchase to retention and long-term relationships.
Where Is the Line Between Consent and Creepiness?
The discussion stressed that consumers will share data only when they see value in return. One speaker described the boundary as “a fine line between consent and creepiness”, arguing that ongoing, consent-based data enrichment must match a real customer benefit rather than enable aggressive targeting.
Industry Reaction and Expert Commentary
The views above come from the conference panel itself. Industrial Front did not find separate analyst commentary or survey data accompanying the report, so no market-size figures are cited here.
The speakers also agreed that human insight and strategic thinking remain essential even as AI tools spread; technology is a tool, not a replacement for judgement.
What Happens Next?
Marketers working on first-party data programmes can expect more emphasis on connecting CDP outputs to channel decisions, and on transparent consent practices that keep customer trust intact.
Frequently Asked Questions
What is first-party data?
First-party data is information a brand collects directly from its own customers and audiences, such as behaviour on its apps, websites and services.
Why does having a Customer Data Platform not guarantee insight?
Panellists said a CDP only stores and organises data. Value comes from linking behaviour to actions, such as adapting channels to customer engagement patterns.
Can acquisition data be used for retention?
Yes. Speakers said data gathered for acquisition can be repurposed for service improvements and lifetime-value optimisation.
Source: exchange4media, October 3, 2026.
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