The Right Customer Data
First-Party Data, Not Third, Drives Marketing ROI
Lytics on November 17, 2020 at 12:55 pm | Reading time: 1 minute
A new survey report from Vanson Bourne, a research firm based in London, surveyed 300 marketing and IT professionals in the US to identify challenges, trends, and technologies leading companies are experiencing around collecting and using customer data.
Results:
- Third-party data is dying as a resource for marketing decisions
- First-party data provides more value in decision making for marketers
- Marketing and IT frequently disconnect on how to best collect, store, and use data
- Customer data platforms can provide marketers with the ability to make better decisions
- Marketing should own CDP initiative
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A new survey report from Vanson Bourne, a research firm based in London, surveyed 300 marketing and IT professionals in the US to identify challenges, trends, and technologies leading companies are experiencing around collecting and using customer data.
Results:
- Third-party data is dying as a resource for marketing decisions
- First-party data provides more value in decision making for marketers
- Marketing and IT frequently disconnect on how to best collect, store, and use data
- Customer data platforms can provide marketers with the ability to make better decisions
- Marketing should own CDP initiative
