Practical Ways to Supercharge First-Party Data

Everyone is talking about first-party data. But in gaming, hospitality, entertainment, and tourism, most brands still are not using it to its full potential. Third-party cookies may be going away, but what is opening up is far more powerful—a direct path to smarter strategy, stronger relationships, and better ROI.

At Good Giant, we help brands capitalize on that shift. Here are five practical ways to turn first-party data into a meaningful advantage.

1. Think Lifestyles, Not Just Logins

If your database stops at name, email, and spend history, you are only seeing part of the picture. First-party data should reflect what your guests love, how they behave, where they engage, and not just what they bought.

A guest who is into craft beer might want a local brewery tour. A sports fan with a favorite player might respond to personalized merch. Relevance drives results. And 80 percent of consumers are more likely to buy from brands that personalize effectively (Epsilon).

This is how you move beyond the transaction and into true engagement.

2. Geofencing Unlocks Offline Value

If you own the space, you already own the data. You just need to activate it. Use geofencing to track guest visits, dwell time, and competitive overlap. Trigger a merch offer when someone enters the stadium. Push a shuttle prompt when they land at the airport. Or create a new acquisition audience based on competitor traffic.

This is more than a conversion tool. It is a CRM accelerator. And with 42 percent of users spending more time on apps with personalized, location-based content, it is an edge you cannot afford to leave untapped (SmartPush).

3. Gamify the Experience

Want more data? Make it enjoyable. Forms feel like work. But a trivia challenge, instant win game, or pick-your-perk experience makes participation feel rewarding.

A beauty brand boosted subscriptions by helping users “find their perfect routine.” Casinos can do the same, rewarding guests while learning what they like and how they play. Add a prize, remove the friction, and watch participation climb.

4. Find the Right Data Partners

You do not have to go it alone. “Second-party data” from trusted partners can be a powerful shortcut to better insights. Resorts can team with airlines. Casinos can collaborate with attractions or sports franchises.

The value lies in aligned audiences. When done right, shared campaigns and activations lower acquisition costs and reveal patterns you would not see on your own. Just make sure the partnership includes transparency, trust, and a clear value exchange.

5. Let AI Do the Listening

Surveys are good. AI is faster. Today’s chatbots can answer questions, make recommendations, and gather preferences in real time without adding friction.

Take this example: A casino integrates a virtual assistant into its booking engine and loyalty app. A guest opens a chat to ask about late check-out. In the process, the bot learns they are visiting for a birthday, prefer high-limit slots, and plan to stay three nights. That data instantly updates their profile and triggers a follow-up email with a suite upgrade offer, bonus play, and a free dessert at the steakhouse.

That’s not just guest service. It’s strategy. No form needed. No manual entry. Just smarter, real-time data capture that feeds your CRM and personalizes the guest experience.

Most guests are more open with a bot than you might expect. Use that to drive segmentation, targeting, and dynamic offers that actually perform.

The Bottom Line

First-party data is not a trend. It is a growth strategy. These five tactics work across industries, but they all come down to one principle: give value to get value.