Best Practice Report

A Data Primer For Consumer Personalization

Four Types Of Consumer Data Shape Personalization Efforts

November 10th, 2022


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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