Leading marketers are 58% more likely than mainstream marketers to strongly agree that first-party data is a strategic asset.

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92%

of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth.

89%

of successful businesses say anticipating customer needs and providing assistive experiences along the customer journey are critical to growth.

Leading markers are 1.5X as likely as the mainstream to increase investments in capabilities like machine learning to predict customer needs.

36%

of travelers would likely pay more for services if a travel brand tailored its information and trip experiences to personal preferences or past behavior.

57%

of U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors.

81%

of leading marketers agree that capability in machine learning will be critical for personalized experiences along the customer journey.