Best Practice Report

Second-Party Data Powers Customer-Focused Advertising

Another Marketer’s First-Party Data Complements And Extends Yours

March 8th, 2019
With contributors:
Mary Pilecki , David Novitzky , Christine Turley

Summary

In the age of the customer, marketers require solid, reliable data upon which to build individual IDs, segment profiles, and models to reach prospects. First-party data lies at the core of these activities, but first-party data doesn’t scale. The solution to this problem is second-party data. Marketers executing second-party data programs know that they are getting a premium product from a trusted partner. This report will help B2C marketing professionals learn how to find, evaluate, and use second-party data to connect with their customers and find their best prospects.

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