Second-party data can be extremely valuable to marketers, yet it’s not as well understood or as widely employed as first- or third-party data. To help clear the fog, columnist Matt Ackley explains second-party data and its uses.
We already know the importance of first– and third-party data. We’ve tossed in this concept of second-party data every now and again, but without much in the way of concrete examples and recommendations on how to use it.
Despite that, there was an interesting nugget in a June 2015 eMarketer report, “Marketers Put First-Party Data First,” which found that senior-level marketers find significantly more value in second-party data than they do with third-party data…
Using Second-Party Data To Expand Reach & Improve Your Retargeting
