report

The Right Customer Data

First-Party Data, Not Third, Drives Marketing ROI

The Right Customer Data

Third-Party data is dying and organizations that rely on it for customer information are understandably worried.

Today, marketing departments have access to much more sophisticated data — such as customer behavior, affinity, propensity, and activity--and insights provided by robust machine learning algorithms. 

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.

In this report, you will learn:

  • Why first-party data provides more value in decision-making for marketers
  • How customer data platforms give marketers the ability to make better decisions
  • Why marketing should own the CDP initiative
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This report is sponsored by Lytics.