Invoca surveyed B2C marketers to gain insight into how companies leverage first-party data and various other data factors.
This piece states that brands are not using the full slate of available first-party data. Though the majority of marketers are confident about purchase history data and company website data, phone call data was lowest on the list of data sources that inspire confidence.
Only 26% of respondents mentioned phone call data as a source that informed their digital marketing strategies. Survey respondents mentioned websites as the most preferred source of data used to inform digital marketing strategies.
The survey further revealed that most marketers don’t have a clear vision of how to leverage data across channels. Only 28% of respondents said they have a fully unified strategy.
[6 minute read]