Enough of the buzzwords: What exactly is second-party data?

Although nearly one-third of senior-level marketers regard second-party data as the most effective type of data for increasing the lifetime value of customers and six in 10 want to increase second-party data usage, many marketers still haven’t fully grasped what the term means. Although marketers’ use of first- and third-party information predates the Internet, the […]

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