First-Party Data in Thailand : Why HubSpot is a Game-Changer

Written by OURGREENFISH TEAM | Apr 21, 2025 3:00:00 AM

As Thailand tightens its grip on data privacy and as third-party cookies face a global phase-out, first-party data has become the lifeblood of digital marketing strategies. In 2025, Thai businesses, especially those navigating the country’s Personal Data Protection Act (PDPA) must shift their focus toward ethical, consent-based data collection. HubSpot, with its CRM-powered automation and AI insights, is emerging as a powerful solution for turning first-party data into measurable growth.

How PDPA Differs from GDPR and Why It Matters

Thailand’s PDPA may resemble Europe’s GDPR, but there are notable differences:

Scope of Consent: PDPA emphasizes “explicit” consent for most forms of data use, especially marketing-related activity.
Localization Requirements: PDPA has provisions regarding the transfer of data overseas, pushing brands to store and manage data within Thai jurisdiction or use platforms that ensure PDPA compliance.
SME Impact: Unlike GDPR, PDPA enforcement extends even to small businesses, placing more pressure on SMEs to adopt standardized tools for consent management and customer data handling.

This regulation shift is accelerating the need for centralized, transparent systems—such as HubSpot’s CRM to manage customer data, permissions, and communication preferences.

Why First-Party Data is Now More Valuable Than Ever

Thai marketers increasingly understand that owning customer relationships through first-party data is the only sustainable strategy

According to Thailand’s MarTech Report 2025, over 97.9% of consumers willingly provide data through platforms like LINE when offered value or personalization
AI-driven segmentation and real-time behavioral tracking (e.g., click paths on LINE, website visits) are helping brands create hyper-personalized experiences.
The decline in effectiveness of third-party ads has pushed brands to rely on owned channels and build trust via consent-based communication.

HubSpot’s Role in First-Party Data Collection and Activation

HubSpot stands out as a versatile CRM and automation platform tailored to the new digital-first ecosystem in Thailand

Unified Data Hub: HubSpot’s Customer Platform consolidates user behavior, preferences, and interaction history into a single, actionable database
Consent-Based Workflows: Easily capture opt-ins through embedded forms, LINE CRM integrations, and gated content, while automatically logging consent status.
Personalization at Scale: AI tools allow brands to trigger campaigns based on behavior, preferences, and purchase intent—reducing churn and improving customer lifetime value.

HubSpot enables “data-to-action” capabilities that few platforms match, especially in markets where localization and compliance are crucial.

The Shift from Third-Party Ads to Owned Insights

With Facebook’s targeting effectiveness declining and cookie-based retargeting facing obsolescence, Thai brands are doubling down on:

Email automation through HubSpot’s Marketing Hub to deliver personalized journeys.
Sales enablement tools to turn CRM data into sales pipeline velocity.
Integrations with LINE, TikTok Shop, and e-commerce platforms for full-funnel insight tracking.

These capabilities allow businesses to develop nuanced customer profiles without relying on external tracking systems.

Thai Brands Leveraging HubSpot

Healthcare Clients: By integrating LINE CRM with HubSpot, a healthcare provider increased personalized outreach while maintaining PDPA compliance, leading to a 33% rise in appointment conversions
E-Commerce Brands: One major Thai e-commerce player streamlined data from Shopee, Lazada, and LINE OA into HubSpot, reducing abandoned cart rates by 40%.
B2B SaaS: A Thai startup saw a 99% increase in inbound leads within six months of implementing HubSpot’s lead scoring and content workflows

First-party data isn’t just a compliance checkbox, it's a competitive edge. In Thailand’s evolving digital economy, businesses that embrace platforms like HubSpot to ethically collect, analyze, and act on consumer data are set to thrive.

For foreign businesses entering the Thai market, aligning with PDPA and prioritizing trust-based marketing will be essential. And when paired with a powerful CRM like HubSpot, this shift toward ownership of customer data becomes a scalable, performance-driven strategy.

References

Thailand’s MarTech Report. (2025). Final MarTech Report 2025. Retrieved from [contentshifu.com]
KResearch. (2024). Business & Consumer Trends 2025. Retrieved from [kasikornresearch.com]
Thai PDPA Office. (2024). Guidelines for Data Protection Compliance

Latest update: HUBSPOT MARKETING+ (อัปเดตล่าสุด : HUBSPOT MARKETING+)

View full post