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Customer data is rapidly becoming the dominant currency of the modern marketplace. Recent IAB research credits first-party data as the driver for “all significant functions of the enterprise, including product development, customer value analysis and pricing.” It’s impossible to achieve the critical goals the market now demands—empathy, fluid conversation across touch points, personalization—without nimble, proficient command of customer data.
However, many digital marketers have unwittingly relinquished ownership of data to third-party providers. Lack of access to first-party data has weakened their ability to use data strategically to drive business outcomes.