The State of First-Party Marketing Data

To help the industry better understand how marketers are using the breadth of available first-party data and analytics, Invoca surveyed 500 business-to-consumer (B2C) marketers. These practitioners oversee budgets of over $1 million across a range of companies and industries, and have at least three years of marketing experience.
The marketers Invoca surveyed understand the value that first-party data holds, and most see the opportunity to bridge the gap between online and offline data sources to create a unified strategy and better optimize ad performance. However, while marketers are increasingly data-savvy, there is still room to improve their analytics skills, make the most of AI-powered tools, and tap into conversations as a gold mine of customer data.
This white paper from Invoca breaks down how marketers view the current state of first-party data and then provides current benchmarks for automation and call-tracking data.

Sponsored by Invoca
Invoca is the recognized leader in Conversation Intelligence AI that enables marketing, contact centers, and multi-location CX teams to drive efficient and profitable revenue growth by unlocking actionable insights from customer conversations. Through deep integrations with leading technology platforms, teams can turn conversation data into automated action to enhance every digital touchpoint and human interaction, leading to better experiences, more conversions, and higher revenue. With Invoca, top consumer brands, including AutoNation, DIRECTV, Mayo Clinic, Mutual of Omaha, and Verizon, experience unbelievable results powered by undeniable data. For more information, visit

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