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"Why Marketers Use First-Party Data to Drive Brand Loyalty and Customer Retention"
Research has shown that first-party data garners the highest return on investment of any data type, and it has the potential to do even more.
For years marketers have turned to third-party data sources, investing millions of dollars in data about consumers assumed to be interested in their product to enhance targeting strategies. That's fine if prospecting is your goal. But how are you marketing to the customers you already know?
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