Most Companies Not Using Zero Party Data Effectively: Forrester Research

It’s not all unicorns and rainbows in marketing data land. Forrester reports that data lost to privacy and other constraints has created challenges across all marketing tasks for about half of the companies it surveyed. Zero-party data (surveys and such) is a promising solution, even though just 40% are using it effectively and about one-third have concerns about accuracy, privacy, and other issues.