And then there are the inherent issues to working with third-party data - quality, accuracy and recency, not to mention the expense. Plus, there’s nothing unique to third-party data that can just as easily be sold to a competitor. While data from third-party sources can enhance acquisition strategies, it can’t explain a customer’s relationship with a brand and their path to purchase. However, many marketers lack the right technologies and data strategies to fully leverage its potential and turn to third-party resources to fill in the holes. Marketers know that first-party data garners the highest return on investment of any data type.
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