TH SALESFORCE STATE OF MARKETING, 9 EDITION 36 Marketing Data Sources Used By Maturity Level High performers Moderate performers Underperformers First party data Offline identities All 87% (e.g., postal address, phone number, age, gender) respondents All 71% % 86% respondents 75% 70% 84 % 69 66% Transactional data (e.g., purchase history) Offline identities All 88% (e.g., postal address, phone number, age, gender) respondents 85% All 71% % respondents 70% 84 74% % 68 59% Customer insight data Third-party data (e.g., propensity to buy/churn, product interests...) (i.e., devices and cookies from an aggregator or All 89% databroker such as Acxiom, Nielsen, or Neustar) respondents 86% All 67% % respondents 61% 84 74% % 61 50% Known digital identities (e.g., email address, social IDs) Non-transactional data All 81% (e.g., customer service interactions, lead-scoring data) respondents 80% All 41% % respondents 43% 78 73% % 44 50% Second-party data (i.e., devices and cookies from a direct relationship with another marketer or publisher) All 75% respondents 71% 70% 60%