TH SALESFORCE STATE OF MARKETING, 9 EDITION 14 01 Trusted Customer Data Takes Center Stage A Detailed View of the Customer is the Clear Priority With the end of third-party cookies near, marketers, publishers, and advertisers are Customer Data Sources Used by Marketers increasingly looking to first-party data (both known and anonymous) to understand Customer insight data their audience. (e.g., propensity to buy/churn,product 84% interest score, customer lifetime value) Customer insight data and transactional data First party data also help provide a deeper look at what the (i.e., data collected directly by a 84% company from its audience, audience wants and needs. These sources are including channel engagement data) also first-party data in all but name,as they’re Transactional data 84% gleaned directly from customer activity with (e.g., purchase history) the business. Known digital identities 78% 38% of marketers don't use (e.g., email addresses, social IDs) third-party data. Second-party data (i.e., devices and cookies from 70% a direct relationship with While on the decline, 61% of marketers another marketer or publisher) still use third-party data, compared to 75% Offline identities in 2022.* This downward trend shows that (e.g., postal address, 69% there is more work to be done for marketers phone number, age, gender) to wean themselves off this increasingly Anonymized digital identities devalued source of information. (e.g., cookies, device IDs, 68% website behavior, location data) Third-party data (i.e., devices and cookies from 61% an aggregator or data broker such as Acxiom, Nielsen, or Neustar) Non-transactional data 44% (e.g., customer service interactions, lead-scoring data) *Salesforce State of Marketing, November 2022