of leading marketers believe that it's critical to their growth to continuously build an understanding of what people want using first-party data.

Google/Econsultancy, "An Audience of Individuals", 2017


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Related Data

If a travel brand tailored its information and overall trip experience based on personal preferences or past behavior, 36% would be likely to pay more for their services.

2017 Google/Phocuswright

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

2017 Google/Phocuswright

of successful businesses acknowledge it is critical to their growth that they anticipate customer needs and provide assistive experiences along the customer journey.

2017 Google/Econsultancy

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

2017 Google/Econsultancy

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

2017 Google/Econsultancy

People visit 1.5 billion destinations every month related to their Google Searches.

Mar. 2016 Google Data