Search interest in the U.S. for “my activity,” where people can manage information saved to their Google Account has increased sixfold since 2016. Appears In Want to earn user trust and drive marketing results? Start with these steps Related Content The key to assisting your customers is a smarter approach to analytics How L’Oréal is preparing for the next evolution of digital marketing Measurement matters: Laying a foundation for better measurement, today and tomorrow Related Data More than 160 million people have gone into their Google Accounts to review and adjust their privacy settings. Only 46% of high-value travelers are motivated by loyalty programs when booking travel. The No. 1 reason a high-value traveler chooses to book with a particular brand is customer service, not a loyalty program. < 40 % of marketers are using consumer research to drive decisions. 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. 92% of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth.