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 an AI-powered call tracking and analytics platform that helps marketers get campaign attribution and actionable data from inbound phone calls. Invoca delivers real-time call analytics to help marketers take informed actions based on data generated before and during a phone conversation. As a result, marketers can dramatically improve ROI by driving more revenue-generating calls, increasing conversion rates, personalizing the customer journey, and running more efficient campaigns. With Fortune 500 customers in telecommunications, financial services, insurance, healthcare, and home services, Invoca’s platform integrates with Google Marketing Platform, Facebook, Adobe Experience Cloud, and Salesforce Sales and Marketing Clouds.