Improving data quality is the top goal for marketers in 2019

First-party is now more valuable than ever, as online giants Amazon, Facebook and Google have demonstrated in recent years.

First-party cookies are directly stored by the website (or domain) you visit. These cookies allow website owners to collect analytics data, remember language settings, and perform other valuable functions that provide a good user experience. Knowledge is power. From Seamless Search to big data and powerful analytical tools to grab meaning for informed decisions, marketing moved from assumptions to the knowledge era.

Many marketers now say improving their data quality and collection practices is a key priority for 2019. In a survey of 229 brand marketers by Digiday this November, 30 per cent of respondents said improving their data quality will be their organization’s top marketing goal for 2019, ahead of other initiatives such as improving their technology and hiring and retaining talent.

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