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

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

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

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

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

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