Best Practice Report

Apply Your Data Deprecation Plan

Prioritize Privacy, First-Party Data, And New Marketing Approaches

February 1st, 2021
Tina Moffett, null
Tina Moffett
Fatemeh Khatibloo, null
Fatemeh Khatibloo
Joanna O'Connell, null
Joanna O'Connell
With contributors:
Emily Collins , Chahiti Asarpota , Christine Turley


Data deprecation hampers many popular marketing tactics by restricting the consumer, audience, and marketing performance data that B2C marketers track and access. In this report, Forrester defines data deprecation, why it’s happening, and how marketers need to adapt to survive and thrive.

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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.