The Right Customer Data

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The Right Customer Data

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right customer data

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.