Is All Data Created Equal?
A comparison of first and third-party data in campaign performance
Much of the data that digital marketers rely on to target their ideal prospects is purchased from third-party data providers, either directly or via public exchanges.
This raises an important question:
Does data purchased from third-party sources perform as well as first-party data?
In August 2014, Connexity compared its proprietary first-party data with data purchased from reputable third-party data sources. The data was used to target women’s fashion shoppers as part of a branding campaign.
The Connexity data delivered:
spent on SITE