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

Econsultancy and Google, "Marketing and Measurement Survey," n=514, marketing and measurement executives at North American companies with over $250M in revenues; n=133 leading marketers who reported marketing significantly exceeded top business goals in 2016, n=381 mainstream marketers, March 2017

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57

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

December 2017 Google/Phocuswright

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

December 2017 Google/Econsultancy

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