Third-party data is dying… what’s going to take its place?
The answer, according to London-based research firm Vanson Bourne, is first-party behavioral data.
But that’s just one question they raised with 300 marketing and IT-decision makers in an extensive survey around marketing technology, cooperation with IT, and customer data.
Inside the full report, you’ll learn why:
- Third-party data is dying off, but first-party data provides more predictive value.
- Marketing and IT often disconnect around ownership of unified customer data and how to align.
- Marketing should own CDP initiatives to ensure they deliver on business goals.