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. Appears In Measuring for growth: How leading marketers are shifting strategy with 3 key trends Related Content Why we overhauled our measurement strategy and embraced customer lifetime value Related Data 92% of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth. 57% of U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors. 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. 81% of leading marketers agree that capability in machine learning will be critical for personalized experiences along the customer journey. Leading marketers are 58% more likely than mainstream marketers to strongly agree that first-party data is a strategic asset. Leading markers are 1.5X as likely as the mainstream to increase investments in capabilities like machine learning to predict customer needs.