92

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

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

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Related Data

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

December 2017 Google/Econsultancy
57

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

December 2017 Google/Phocuswright

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