Business and Marketing

Deciding between first-, second-, and third-party data can be more than some marketers can bear.

Once upon a time there was a community of marketers who struggled to identify the type of data that best fit their organizations' needs. Their quality concerns around third-party data were too big, and the customer insights gleaned from second-party data were too small. And although first-party data was usually just right, even this category had its share of challenges. 

Which types of data can help marketers achieve their fairytale ending? Econsultancy and Signal surveyed more than 300 senior marketers that used at least two data categories about their collection and use practices to find out. Here, the data trends that those polled say are just right.

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