Source: Econsultancy / Signal [download page]
Notes: More than 8 in 10 marketers plan to increase their use of first-party data, with second-party (60%) and third-party data (44%) not seeing quite the same level of enthusiasm, according to a recent study from Econsultancy and Signal. Indeed, asked which of various data types are most important to their organizational strategy moving forward, respondents pointed most commonly to first-party types: transaction history (87%); customer information (80%); and behavioral data from sites and campaigns (74%).
By comparison, only about half view third-party data types as important to their future strategy.
Related: Marketers Increasingly Relying on Behavioral Research to Influence Decisions
About the Data: The report is based on a May 2015 survey of 302 qualified respondents, all of whom come from companies with at least $100 million in revenues (41% from companies with revenues greater than $1 billion). More than 9 in 10 respondents are from North America. The media (19%) and technology (14%) industries were most heavily represented.
