First-party is now more valuable than ever, as online giants Amazon, Facebook and Google have demonstrated in recent years. As a result, marketers now say improving the quality of their data and their data collection practices is now a key priority for 2019.
In a survey of 229 brand marketers by Digiday this November, 30 percent of respondents said improving their data quality will be their organization’s top marketing goal for 2019, ahead of other initiatives such as improving their technology and hiring and retaining talent.
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