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: http://marketingland.com/can-marketers-find-best-customer-data-noses-139308