84 % 69 % 84 % 68 % 84 % 61 % 78 % 44 % 70 % First party data Offline identities (e.g., postal address, phone number, age, gender) Customer insight data (e.g., propensity to buy/churn, product interests...) Third-party data (i.e., devices and cookies from an aggregator or databroker such as Acxiom, Nielsen, or Neustar) Known digital identities (e.g., email address, social IDs) Non-transactional data (e.g., customer service interactions, lead-scoring data) Second-party data (i.e., devices and cookies from a direct relationship with another marketer or publisher) Transactional data (e.g., purchase history) Offline identities (e.g., postal address, phone number, age, gender) 87% 71% 86% 70% 75% 66% 88% 71% 74% 70% 59% 85% 67% 89% 41% 75% 61% 81% 43% 71% 86% 74% 50% 80% 73% 50% 60% All respondents All respondents All respondents All respondents All respondents All respondents All respondents All respondents All respondents Marketing Data Sources Used By Maturity Level High performers Moderate performers Underperformers S A L E S F O R C E 36 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N