Reasons for using first-party data in marketing personalization worldwide 2022
During a 2022 survey carried out among business managers and above who were familiar with their company's customer experience, marketing tech, or customer data strategies from various countries across the globe, 54 percent stated their brands used exclusively first-party data to personalize customer experiences because the data is higher quality than other data (e.g., first- or second-party data); 39 percent said first-party data was easier to manage because their brand owned it.
