India: reliance on first-party and third-party data 2022

According to a survey on leveraging consumer data for marketing, 43 percent of the respondents in India tended to blend first- and third-party data for the activation of marketing-related initiatives as of the financial year 2022. This showed an increase to the previous year when 40 percent of the respondents answered similarly.

Reliance on first-party and third-party data for marketing related initiatives in India in financial year 2022

Characteristic	2021	2022
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Release date

November 2022

More information

Region

India

Survey time period

May to July, 2022

Number of respondents

170+

Special properties

CEOs and CMOs questioned across various sectors in India

Method of interview

Questionnaire

Supplementary notes

Original question: "How would you describe the blend of first and third party data that your organization relies on to activate marketing related initiatives (i.e. CRM activation, media activation, advertising, promotional efforts)?"
In India, the financial year starts on April 1 and ends on March 31. For example, the financial year of 2022 starts on April 1st, 2021 and ends on March 31st, 2022.

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