First-party data — it’s what a company generates through interactions with their customers. It can include transaction data, website visitation, marketing, Customer Relationship Management (CRM) data and more. All of these data sources can and should be used to inform your understanding of who your existing customers are and how to attract new ones. But, for all of its value, first-party data alone cannot be relied on to singlehandedly drive the most optimized campaign strategy.
You need more than just first-party party data to truly unlock your campaign’s potential. Combining first and third party data broadens your reach of potential customers with highly relevant messaging that cuts through the noise. This powerful combination also deepens your connections with existing customers by layering purchase-based, in-market, or behavioral third party data.
Download this white paper from Oracle to start unleashing the power of first and third party audiences today.
via Marketing Land