Trends Report

Content Marketers Share Data With Other Brands To Close The Loop From Interest To Sales

Second-Party Data Provides More Reach Than First-Party And More Granularity Than Third-Party Data

November 24th, 2014
Ryan Skinner, null
Ryan Skinner
With contributors:
Enza Iannopollo , Luca S. Paderni , Samantha Merlivat , Kasia Madej

Summary

As marketing leaders amass rich and detailed records of the interests and intents of their customers, the value they can derive from second-party data — by intelligently patching into other brands' data — only grows. Marketing leaders' interest in this type of data sharing is growing, but large questions remain unanswered: How do marketers look for other brands' data, for what purposes should they use it, how do they make contact, and what pitfalls do they need to avoid? This report will describe the nature and value of second-party data sharing, how marketers should use it, how they should get going, and which partners they should work with.

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.