Banks hold some of our most sensitive information. Every transaction, loan application, and account balance tells a story about their customers’ lives. Under GDPR and banking regulations, protecting this information isn’t optional – it’s essential.
Yet banks also need to understand how customers use their services to serve them better. The solution lies in understanding different types of banking data and how to handle each responsibly. From direct customer interactions to market research, each data source serves a specific purpose and requires its own privacy controls.
Before diving into how banks can use each type of data effectively, let’s look into the key differences between them:
| Data Type | What It Is | Banking Example | Legal Considerations |
|---|---|---|---|
| First-party | Data from direct customer interactions with your services | Transaction records, service usage patterns | Different legal bases apply (contract, legal obligation, legitimate interests) |
| Zero-party | Information customers actively provide | Stated preferences, financial goals | Requires specific legal basis despite being voluntary; may involve profiling |
| Second-party | Data shared through formal partnerships | Insurance history from partners | Must comply with PSD2 and specific data sharing regulations |
| Third-party | Data from external providers | Market analysis, demographic data | Requires due diligence on sources and specific transparency measures |
What is first-party data?
First-party data reveals how customers actually use your banking services. When someone logs into online banking, withdraws money from an ATM, or speaks with customer service, they create valuable information about real banking habits.
This direct interaction data proves more reliable than assumptions or market research because it shows genuine customer behaviour. Banks need specific legal grounds to process this information. Basic banking services fall under contractual necessity, while fraud detection is required by law. Marketing activities need explicit customer consent. The key is being transparent with customers about what information you process and why.
Start by collecting only what you need for each specific purpose. Store information securely and give customers clear control through privacy settings. This approach builds trust while helping meet privacy requirements under the GDPR’s data minimisation principle.
What is zero-party data?
Zero-party data emerges when customers actively share information about their financial goals and preferences. Unlike first-party data, which comes from observing customer behaviour, zero-party data comes through direct communication. Customers might share their retirement plans, communication preferences, or feedback about services.
Interactive tools create natural opportunities for this exchange. A retirement calculator helps customers plan their future while revealing their financial goals. Budget planners offer immediate value through personalised advice. When customers see clear benefits, they’re more likely to share their preferences.
However, voluntary sharing doesn’t mean unrestricted use. The ICO’s guidance on purpose limitation applies even to freely shared information. Tell customers exactly how you’ll use their data, document specific reasons for collecting each piece of information, and make it simple to update or remove personal data.
Regular reviews help ensure you still need the information customers have shared. This aligns with both GDPR requirements and customer expectations about data management. By treating voluntary information with the same care as other customer data, banks build lasting trust.
What is second-party data?
Second-party data comes from formal partnerships between banks and trusted companies. For example, a bank might work with an insurance provider to better understand shared customers’ financial needs.
These partnerships need careful planning to protect customer privacy. The ICO’s Data Sharing Code provides clear guidelines: both organisations must agree on what data they’ll share, how they’ll protect it, and how long they’ll keep it before any sharing begins.
Transparency builds trust in these arrangements. Tell customers about planned data sharing before it happens. Explain what information you’ll share and how it helps provide better services.
Regular audits help ensure both partners maintain high privacy standards. Review shared data regularly to confirm it’s still necessary and properly protected. Be ready to adjust or end partnerships if privacy standards slip. Remember that your responsibility to protect customer data extends to information shared with partners.
Successful partnerships balance improved service with diligent privacy protection. When done right, they help banks understand customer needs better while maintaining the trust that makes banking relationships work.
What is third-party data?
Third-party data comes from external sources outside your bank and its partners. Market research firms, data analytics companies, and economic research organizations gather and sell this information to help banks understand broader market trends.
This data helps fill knowledge gaps about the wider financial landscape. For example, third-party data might reveal shifts in consumer spending patterns across different age groups or regions. It can show how customers interact with different financial services or highlight emerging banking preferences in specific demographics.
But third-party data needs careful evaluation before use. Since your bank didn’t collect this information directly, you must verify both its quality and compliance with privacy laws. Start by checking how providers collected their data and whether they had proper consent. Look for providers who clearly document their data sources and collection methods.
Quality varies significantly among third-party data providers. Some key questions to consider before purchasing:
- How recent is the data?
- How was it collected?
- What privacy protections are in place?
- How often is it updated?
- Which specific market segments does it cover?
Consider whether third-party data will truly add value beyond your existing information. Many banks find they can gain similar insights by analysing their first-party data more effectively. If you do use third-party data, document your reasons for using it and be transparent about your data sources.
Creating your banking data strategy
A clear data strategy helps your bank collect and use information effectively while protecting customer privacy. This matters most with first-party data – the information that comes directly from your customers’ banking activities.
Start by understanding what data you already have. Many banks collect valuable information through everyday transactions, website visits, and customer service interactions. Review these existing data sources before adding new ones. Often, you already have the insights you need – they just need better organization.
Map each type of data to a specific purpose. For example, transaction data might help detect fraud and improve service recommendations. Website analytics could reveal which banking features customers use most. Each data point should serve a clear business purpose while respecting customer privacy.
Strong data quality standards support better decisions. Create processes to update customer information regularly and remove outdated records. Check data accuracy often and maintain consistent formats across your systems. These practices help ensure your insights reflect reality.
Remember that strategy means choosing what not to do. You don’t need to collect every piece of data possible. Focus on information that helps you serve customers better while maintaining their privacy.
Managing multiple data sources
Banks work with many types of data – from direct customer interactions to market research. Each source serves a specific purpose, but combining them effectively requires careful planning and precise attention to regulations like GDPR and ePrivacy.
First-party data forms your foundation. It shows how your customers actually use your services and what they need from their bank. This direct interaction data proves most valuable because it reflects real behaviour rather than assumptions. When customers check their balances, transfer money, or apply for loans, they show you exactly how they use banking services.
Zero-party data adds context to these interactions. When customers share their financial goals or preferences directly, they help you understand the « why » behind their actions. This insight helps shape better services. For example, knowing a customer plans to buy a house helps you offer relevant savings tools or mortgage information at the right time.
Second-party partnerships can fill specific knowledge gaps. Working with trusted partners might reveal how customers manage their broader financial lives. But only pursue partnerships when they offer clear value to customers. Always explain these relationships clearly and protect shared information carefully.
Third-party data helps provide market context, but use it selectively. External market research can highlight broader trends or opportunities. However, this data often proves less reliable than information from direct customer interactions. Consider it a supplement to, not a replacement for, your own customer insights.
Keep these principles in mind when combining data sources:
- Prioritize direct customer interactions
- Focus on information that improves services
- Maintain consistent privacy standards across sources
- Document where each insight comes from
- Review regularly whether each source adds value
- Work with privacy and data experts to ensure customer information is handled properly
Enhance your web analytics strategy with Matomo
The financial sector finds powerful and compliant web analytics increasingly valuable as it navigates data management and privacy regulations. Matomo provides a configurable privacy-centric solution that meets the requirements of banks and financial institutions.
Matomo empowers your organisation to:
- Collect accurate, GDPR-compliant web data
- Integrate web analytics with your existing tools and platforms
- Maintain full control over your analytics data
- Gain insights without compromising user privacy
Matomo is trusted by some of the world’s biggest banks and financial institutions. Try Matomo for free for 30 days to see how privacy-focused analytics can get you the insights you need while maintaining compliance and user trust.