Vision Report

Invest In Your First-Party Data Strategy To Drive Results And Ensure Privacy

November 5th, 2021
Julian Archer, null
Julian Archer


Many organizations believe they must improve their marketing data but lack a strategic investment rationale, measurement criteria, or execution plan. Data management tends to focus on sporadic acts of data quality improvement, and insufficient attention is given to the business context for data management and the need to train all staff to use data effectively. For data to act as a pivotal force within the revenue engine, marketing must accept the full range of data responsibilities and create a management plan for today and roadmap for the future. This report argues that B2B organizations must build a comprehensive strategy for their first-party data — the data owned by the organization and stored within its systems. Data strategy is essential both for the benefits it affords the business and as a response to increasing requirements to ensure the privacy of individuals.

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