Summary
Forrester has noted the growing presence of applications and websites that provide free services just to capture consumer data and market it to third parties. This report reviews examples of the variety of data collected by means of providing free services to consumers and illustrates the data's utility for enhancing customer engagement and business-to-business (B2B) planning. Enterprise architects who understand the types of third-party data available as well as the dynamics of the data marketplace will be in key positions for engaging with business stakeholders in discussions of business capability planning.
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