Gartner Research

How to Put Second-Party Data to Work for Marketing

Published: 24 August 2018

ID: G00352389

Analyst(s): Eric Schmitt , Lizzy Foo Kune


Marketing leaders source second-party audience data to fuel targeted advertising campaigns, measurement, analytics and customer interactions. Use this research to capitalize on second-party data opportunities.

Table Of Contents
  • Key Challenges



  • Determine Second-Party Data Opportunities
    • Identify Use Cases
    • Define Data Requirements
    • Quantify Benefits
  • Find and Validate a Data Partner
    • Identify Data Sources
    • Establish Partnership Feasibility
    • Test the Data
    • Develop an Agreement Framework
  • Operationalize Your Second-Party Data
    • Use a Cross-Functional Deployment Team to Finalize the Agreement

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