52% Of B2C Marketers Use Over 5 Data Sources To Build Target Audiences
Building effective customer audiences is a key driver of success for B2C marketers, improving customer retention, acquisition, brand awareness, and loyalty. According to research from Ascend2 and Porch Group Media, having accurate data to personalize communications is the most critical factor in audience building. To achieve this, marketers are utilizing multiple data sources, with 52% of respondents reporting the use of at least five sources, and more than a quarter using at least seven.
First-party data is the most widely used and valued, with 78% of marketers rating it as very important. The top data sources include website data (64%), social media data (58%), survey data (57%), email data (56%), and point-of-sale data (50%). Meanwhile, third-party data is used significantly less, with only 25% of marketers relying on it to a significant extent, and 23% avoiding it altogether. Despite Google’s delay in third-party cookie deprecation, marketers are actively seeking alternatives, with 61% increasing first-party data collection and 59% allocating more budget to social media advertising, which is less dependent on third-party data.
The biggest challenge in audience segmentation remains missing or inaccurate data when targeting across multiple channels. Marketers using seven or more data sources report greater success in delivering tailored messaging, reinforcing the importance of data diversity. Improving data quality and integrity is the top priority for enhancing segmentation efforts. To maintain data accuracy, common hygiene practices include data validation, verification, and staff education and training.
As personalization becomes more critical, marketers must invest in high-quality first-party data, optimize audience segmentation, and refine data management strategies. While third-party data declines in importance, leveraging intent and zero-party data, combined with social media targeting, will help brands reach the right audiences more effectively.
Key Actionable Takeaways:
Prioritize First-Party Data Collection – With 78% of marketers considering it essential, focus on gathering and utilizing first-party data for accurate audience targeting.
Diversify Data Sources for Better Segmentation – Use at least five data sources, including website, social, survey, and email data, to improve personalization.
Reduce Reliance on Third-Party Data – As its importance declines, shift resources toward first-party and intent-based data strategies.
Strengthen Data Quality and Integrity – Invest in validation, verification, and hygiene practices to ensure accurate audience segmentation.
Optimize Personalization Efforts – With personalization being both a priority and a challenge, refine segmentation strategies to deliver more relevant messaging.
Leverage Social Media Targeting – With 59% of marketers reallocating ad budgets, use social platforms for audience identification and engagement.
Enhance Audience Segmentation Techniques – Marketers using seven or more data sources see greater segmentation success—expand data inputs to improve targeting.
Prepare for a Cookieless Future – Even with delays, develop alternative audience targeting solutions that don’t rely on third-party cookies.
Invest in Staff Training on Data Management – Educate teams on best practices for data hygiene, verification, and audience segmentation strategies.
Address Cross-Channel Data Gaps – Missing or inaccurate data is a key challenge—implement solutions to improve consistency across marketing channels.
