A confluence of trends is changing marketers’ perceptions of the relative value of first- and third-party data. Retaining and increasing the value of current customers can effectively be accomplished primarily with the use of first-party data. But can first-party data help a brand acquire new customers?
In this eBook we explore the trends that are reshaping data-driven marketing – and the challenges that third-party data presents to marketers. We also explore the ways the industry is responding – with innovative open garden solutions that can help brands expand the scope and application of untapped first-party data.
Discover how you can drive more value from the resources you already control while meeting the needs of consumers in a dynamically changing data landscape.