Last week, Signal and Econsultancy released the results of a survey of 300 marketers, exploring how marketers with strong ROI leverage data to elevate campaign performance. The key finding? 81% of them are making good use of their first-party data.
After years of buying third-party data, marketers are finally focused on getting more value from their own data—and they are pleased with the results they’re seeing. Four in five marketers plan to use more first-party data going forward, while just 44% of marketers plan to invest further in third-party data.
Another important trend is the rise of second-party data—the data that marketers share with trusted partners. 77% of the highest-performing marketers are using second-party data, compared with just 48% of other marketers.
Getting your data strategy right is crucial to solving the cross-channel identity puzzle. Check out the infographic below to understand why first-party data is the key to delivering better customer experiences.
Infographic design by Sarah Neurauter.