The Fundamentals of First-Party Data

First-party data is the future of digital marketing, so why are marketers still relying on third-party data?

With the deprecation of third-party cookies by 2023, businesses can't afford to put off developing their first-party data strategy.

First-party data is more accurate and builds trust with customers, and when paired with a CDP, can revolutionize your marketing strategy.


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In this report, you’ll learn...

  • The difference between first-party and third-party data, including how it is collected
  • Why companies are moving away from third-party data and focusing on first-party data
  • How a CDP can turn data collection into insights and help create a marketing strategy

In this report, you’ll learn...(custom copy)

The explosion of customer data

2020 saw a huge increase in the volume, velocity, and variety of data being tracked across organizations. We explore why.

The impact of COVID-19

We explore how digital acceleration on the back of COVID-19 affected the growth of different app categories connected to the Segment platform.

Predictions for the CDP market

Using insights from CDP users and analysts we give you our top predictions for where the CDP market is headed over the next few years.

Most popular Saas tools

We take an in-depth look into the fastest growing apps of 2020, and how tech stacks have evolved over the past 12 months.

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