CMOs Question Value of First-Party Data: Wunderkind Study
Better first-party data is often offered as a way to compensate for the loss of third-party data due to privacy changes. So it comes as a shock that CMOs in this Wunderkind survey rated first-party data the least useful tool for improve martech results. In fact, respondents were pretty negative on tech in general: just 9% felt their tech strategy improves their marketing performance, 90% felt resources gaps were hindering their success, and 71% plan to reduce online marketing spend in the future.