Data collected directly from an organization’s customers (consumers, patients, employees, etc.) can be described as first-party data. This type of data comes from customers’ interactions with an organization’s digital channels (website, ecommerce, email, mobile app), front-line workers (call center, hotel, and bank managers), and other means (e.g., feedback, suggestions, surveys). Unlike second-party and third-party data, First-Party data is the most useful and reliable type of data because it accurately represents a customer’s interactions with an organization. As such, first-party data is typically used to deliver relevant customer experiences.