Marketers Put First-Party Data First

Despite struggles, marketers remain focused on improving big data (link is external), and those putting money toward such efforts are reaping the benefits. In April 2015 research by the Direct Marketing Association (link is external) and Winterberry Group (link is external), 43% of US marketing professionals said they expected their data-driven marketing (DDM) spending to be higher in Q2 2015 than Q1, and 60.2% of respondents expected DDM revenues to increase during the same period.

However, June 2015 research by Econsultancy in association with Signal found that senior-level marketers in North America weren’t jumping for joy over returns from data-related marketing investments. Just over one-third said these had a strong positive impact. Promisingly, though, was that 47% said that they had some positive impact.

Econsultancy suggested that first-party data could help the group reporting so-so results—along with the laggards, of course. When marketers were asked to compare different levels of data and their effect on desired outcomes, first-party data ranked highest across the board. It was most popular for gaining insight into customers, cited by 74% of respondents. More than six in 10 respondents also said it was the easiest to justify using, drove the highest increase in customer value and the highest campaign lift among data sources—all by a long shot.

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