Study Finds Marketers With the Most Profitable Data-Driven Campaigns Embrace First-Party Data as Their Top Choice

Jun 25, 2015

Marketers have long relied on third-party data for their data-driven marketing efforts. But the most successful data-driven marketers are using first-party data at a significantly higher rate than other marketers, according to a new report from Econsultancy and Signal.

The survey of North American marketers found that among those who report the strongest ROI from their data-related investments, 81% regularly use first-party data, compared to 71% of their peers.

Marketers across the board are becoming more reliant on first-party data, with 82% saying that they plan to use more first-party data in their campaigns, and none reporting that they will decrease their use of first-party data. In contrast, 1 in 4 marketers say they plan to decrease their use of third-party data.

The study also sheds light on second-party data, e.g. data shared among trusted partners, as an effective but underutilized data source. For instance, 77% of the highest-performing marketers regularly use second-party data, versus only 48% of their counterparts. And 60% of marketers plan to increase their use of second-party data, suggesting marketers are becoming more aware of the value in sharing their engagement data.