The Right Customer Data

First-Party Data, Not Third, Drives Marketing ROI

A new survey report from Vanson Bourne, a research firm based in London, surveyed 300 marketing and IT professionals in the US to identify challenges, trends, and technologies leading companies are experiencing around collecting and using customer data.
Results:
  • Third-party data is dying as a resource for marketing decisions
  • First-party data provides more value in decision making for marketers
  • Marketing and IT frequently disconnect on how to best collect, store, and use data
  • Customer data platforms can provide marketers with the ability to make better decisions
  • Marketing should own CDP initiative

Sponsored by Lytics
Lytics customer data platform enables marketers to build personalized digital experiences and 1-to-1 marketing campaigns by focusing on behavioral data and combining it with our advanced data science and machine learning decision engine. In a world where brands need to compete with Amazon, Netflix, and Spotify, Lytics help them thrive. Their customers include General Mills, Live Nation, Nestle Purina, Industry Dive and Yamaha.