First-party data is what a company generates through interactions with their customers. It can include transaction data, website visitation, marketing, Customer Relationship Management (CRM) data and more.

All of these data sources can and should be used to inform your understanding of who your existing customers are and how to attract new ones. But, for all of its value, first-party data alone cannot be relied on to single-handedly drive the most optimized campaign strategy.

The combination of first and third-party data delivers a one-two marketing punch that gives marketers a powerful view into the interests, preferences, affinities and behaviors of customers and prospects alike. In this white paper from Oracle, marketers can learn how to leverage both types of data into one powerful combination that drives real results with customers.

Visit Digital Marketing Depot to download “Understanding the value of combining first and third-party data.”