Gartner Research

What Marketers Need to Know About Customer Data

Published: 22 October 2019

ID: G00431401

Analyst(s): Lizzy Foo Kune


As marketing leaders pursue a customer data panacea, many lose sight of the mission, wooed by tools and drowning in data. Rather than collecting every possible data point, focus on collecting data that’s most useful. Then, prioritize your data, and deploy technologies to manage and activate it.

Table Of Contents


  • Where Does Customer Data Come From?
    • First-Party Behavioral Data
    • First-Party Identity Data
    • Third-Party Behavioral Data
    • Third-Party Identity Data
  • What Is a Customer Profile?
  • What About a “360-Degree View?”

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