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

Related Data

92%

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

Google/Econsultancy
57%

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

Google/Phocuswright
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.

Google/Phocuswright
81%

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

Google/Econsultancy

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

Google/Econsultancy

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

Google/Econsultancy