First- and second-party data plays an increasingly vital role in helping retailers and brand marketers drive sales as cookie-based data goes away. But which data sources rule today?

This report offers the views of 200+ leading marketers on the changing sourcing of retail data and what it means to the buyer’s journey. Where should you place your bets? What about privacy and personalization? The report presents facts you won’t find anywhere else, including insights on:

• Why privacy concerns in first-party data collection may be largely unwarranted because of one big consideration.
• Where brands and retailers differ on media touchpoint effectiveness, often dramatically so.
• How social media, in-store, text messaging, and influencer marketing rank in the new hierarchy.

​