First-party data will be a top priority for only 21% of businesses in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 10, 2022, 5:34 AM GMT+0

Data completeness, structure and cleanliness are among major concerns for businesses when it comes to data management.

According to Dun & Bradstreet’s latest report, 76% of B2B companies claim the mass shift to remote working has disrupted their ability to identify and reach buyers effectively. With the pandemic impacting sales and marketing teams’ ability to target new buyers, the renewed focus on data quality would play a crucial role in ensuring that companies are better able to adapt to upcoming challenges.  

As a result, first-party data is expected to become a priority for businesses looking to access good quality data to identify digital buyers, especially with cookies set to make an exit. But, only 21% of respondents claim to capture first-party data to be a top priority for their businesses this year.

Around 79% of respondents said their companies have merged multiple data management systems and platforms in the last three years. But, they also reported data completeness (39%), data structure (34%) and data cleanliness/stewardship (32%) as some of the challenges faced due to managing multiple tools on a daily basis.

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