A New Way to Find the Data that’s Right for You
March. 25, 2024 | By Andrea Reichenbach - Acxiom
While a brand’s first-party data is fundamental, it’s very unlikely to be rich enough to provide context for the “who, what, where, and why” of marketing performance to drive true competitive advantage.
Licensing third-party data is the best solution for providing audience characteristics that are unobservable in direct brand interactions. However, marketers and data analysts still need to sift through the volumes of potential attributes and select the data that offers the most value.