In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential.

More than four in 10 respondents said they were tapping into 40% or less of their company’s first-party data potential, while one-fourth said they were tapping into more than 60% of their first-party data potential. Three in 10 respondents said they were taking advantage of 41% to 60% of their first-party data.

Sourced through Scoop.it from: www.emarketer.com