Trends Report

Consumer Data: Beyond First And Third Party

Decoding The Value Of Four Consumer Data Types

July 3rd, 2017
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:
Srividya Sridharan , Joe Stanhope , Stephanie Liu , Richard Joyce , Christine Turley


Consumer data used to be pretty simple. There was first-party data you collected in the course of doing business, and there was third-party data from brokers and aggregators. But that was before the advent of the commercial internet, which has brought tremendous opportunity and complexity to the market. This report describes the spectrum of consumer data that's now available and how B2C marketers should combine these resources for maximum benefits.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.