50% of agencies outsource customer data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 30, 2021, 5:33 PM UTC

Stirista-Thrive Analytics study highlights how agencies in the American Adtech and Martech space leverage data.

An April 2021 study found that one out of two agencies outsources their consumer and B2B data. These agencies reported data quality uniqueness and data validity are the most important aspects of purchasing and using data. While 41% of agencies reported data quality uniqueness as the most critical aspect, 39% said validity and 33% pointed at accuracy.

Quality of data (79%), the reputation of providers (56%), and privacy/security of data (54%) are leading drivers in decision-making while looking for data providers. Around 80% of agencies also said they felt it was realistic to expect that the data quality providers meet their expectations.

The majority of agencies said leveraging data is a critical business imperative. They also identified marketing strategy, content creation and lead generation as the most significant area of interest.

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