Customer insight data (e.g., propensity to buy/churn,product interest score, customer lifetime value) First party data (i.e., data collected directly by a company from its audience, including channel engagement data) Second-party data (i.e., devices and cookies from a direct relationship with another marketer or publisher) Offline identities (e.g., postal address, phone number, age, gender) Non-transactional data (e.g., customer service interactions, lead-scoring data) Third-party data (i.e., devices and cookies from an aggregator or data broker such as Acxiom, Nielsen, or Neustar) Transactional data (e.g., purchase history) Anonymized digital identities (e.g., cookies, device IDs, website behavior, location data) Known digital identities (e.g., email addresses, social IDs) Customer Data Sources Used by Marketers S A L E S F O R C E 14 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N 01 A Detailed View of the Customer is the Clear Priority 84% 84% 78% 70% 69% 68% 61% 44% 84% With the end of third-party cookies near, marketers, publishers, and advertisers are increasingly looking to first-party data (both known and anonymous) to understand their audience. Customer insight data and transactional data also help provide a deeper look at what the audience wants and needs. These sources are also first-party data in all but name, as they’re gleaned directly from customer activity with the business. 38% of marketers don't use third-party data. While on the decline, 61% of marketers still use third-party data, compared to 75% in 2022.* This downward trend shows that there is more work to be done for marketers to wean themselves off this increasingly devalued source of information. Trusted Customer Data Takes Center Stage *Salesforce State of Marketing, November 2022