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The Flight to First-Party Data and the Journey to Empathy at Scale, Part 1: N-Party Data

Publisher IDC
Published Mar 30, 2022
Length 7 Pages
SKU # IDC17066976

Description

The Flight to First-Party Data and the Journey to Empathy at Scale, Part 1: N-Party Data

This IDC Market Perspective provides insights and guidance for vendors to identify opportunities to innovate on their customer data management capabilities. "Customer data may be the most underutilized asset in every business, but how would you know? More innovation is needed by vendors to help brands understand the whole life cycle of the customer's data journey, to enable brand to apply customer-centric metrics to data collection, processing, and use. Otherwise, brands will continue to suffer an inability to surpass the proverbial 50% effectiveness threshold that has plagued them for decades." — Gerry Murray, research director of IDC's Marketing Technology Applications service

Please Note: Extended description available upon request.

Table of Contents

7 Pages
Executive Snapshot
New Market Developments and Dynamics
N-Party Data, the Difference Between Trust and Suspicion
Personalization — Propensity Versus Participatory
Managing Customer Data Relationships
Advice for Technology and Services Providers
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Related Research
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