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

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


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

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

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

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

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

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

December 2017 Google/Econsultancy