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Consumer Data: A Study

Marketers are facing challenges in leveraging data to deliver relevant and personalized ads, messages and customer experiences. Most digital marketers relied on third-party data to reach prospective customers. Third-party data have been an easy way to reach a large section of consumers. But in today’s environment, it’s no longer enough. Instead, first-party data has become important for a majority of marketers. Columnist Mike Sands in his article writes that there are three main categories of data currently available to marketers: First-Party Data (any data created by a brand’s direct interactions with customers). Second-Party Data, and Third-Party Data.  But, what makes first-party data important, why are marketers prioritizing it over third-party data, and how can it help them achieve more effective people-based marketing? Read on:



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Wednesday, 22 January 2020
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