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The State of First-Party Marketing Data




Data-driven marketing today demands a new mindset. GDPR, Europe's sweeping privacy legislation, has reined in data collection and sharing practices, while new laws like the California Consumer Privacy Act (CCPA) signal similar change is afoot in the U.S. And, as Safari and Firefox continue cracking down on browser cookies - and thus access to third-party data for ad targeting - the availability and reliability of a brand's first-party data matter more than ever.

To help the industry better understand how marketers are using - or, in too many cases, missing out on - the breadth of available first-party data and analytics, Invoca surveyed 500 business-to-consumer (B2C) marketers. The marketers we 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.

Download this guide to learn:


  • The Challenges Of Optimizing Ad Performance
  • Data Skills, AI And The Experience Gap
  • Prioritizing One-To-One Conversations
  • The Automation Opportunity














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