STUDY: Harness First Party Data in Your Onboarding Journey

Exploring today's data priorities and practices and how firms must leverage first-party offline data in their customer engagement strategies

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Key Findings From The Study*:

  • Data is central to marketing decision-making and customer engagement:  74% of marketers prioritize turning customer insights into marketing actions in acquiring and retaining customers.
  • Companies need a holistic strategy to leverage online and offline data. Most lack a consistent, data-centric approach to onboarding and identifying new customers, and only 27% consider their data strategy mature.
  • Organizations must leverage first-party data better in customer onboarding. 48% believe they are not adequately leveraging first-party data sources in marketing decision making.

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*A commissioned study conducted by Forrester Consulting on behalf of Eyeota.

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