Best Practice Report

A Data Primer For Consumer Personalization

Four Types Of Consumer Data Shape Personalization Efforts

November 10th, 2022
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
With contributors:
Emily Collins , Stephanie Liu , Joe Stanhope , Emily Pfeiffer , Rusty Warner , Brendan Witcher , Chiara De Gasperin , Brandon Purcell , James DeNeill , Christine Turley

Summary

If strategy is the blueprint for consumer personalization efforts, then data is the fuel. Yet data is a top challenge discussed in personalization programs. Companies grapple with data deprecation on top of missing data, siloed data, and non-actionable data. Four types of consumer data shape personalization efforts: zero-, first-, second-, and third-party data. And whether that data is static or dynamic matters, too. This report provides a guide to consumer data and gives companies a data checklist for personalization efforts.

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