During a 2022 survey carried out among business managers and above who were familiar with their company's customer experience, marketing tech, or customer data strategies from various countries across the globe, 54 percent stated their brands used exclusively first-party data to personalize customer experiences because the data is higher quality than other data (e.g., first- or second-party data); 39 percent said first-party data was easier to manage because their brand owned it.
Reasons why brands used exclusively first-party data to personalize customer experiences worldwide as of May 2022
among B2B and B2C business managers and above who are familiar with their company's customer experience, marketing tech, or customer data strategies
Method of interview
Online survey
Supplementary notes
Multiple answers were possible.
The survey was carried out among respondents in Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, the United Kingdom, and the United States.
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Twilio. (June 16, 2022). Reasons why brands used exclusively first-party data to personalize customer experiences worldwide as of May 2022 [Graph]. In Statista. Retrieved November 21, 2024, from https://www.statista.com/statistics/1332293/reason-use-first-party-data-marketing-personalization/
Twilio. "Reasons why brands used exclusively first-party data to personalize customer experiences worldwide as of May 2022." Chart. June 16, 2022. Statista. Accessed November 21, 2024. https://www.statista.com/statistics/1332293/reason-use-first-party-data-marketing-personalization/
Twilio. (2022). Reasons why brands used exclusively first-party data to personalize customer experiences worldwide as of May 2022. Statista. Statista Inc.. Accessed: November 21, 2024. https://www.statista.com/statistics/1332293/reason-use-first-party-data-marketing-personalization/
Twilio. "Reasons Why Brands Used Exclusively First-party Data to Personalize Customer Experiences Worldwide as of May 2022." Statista, Statista Inc., 16 Jun 2022, https://www.statista.com/statistics/1332293/reason-use-first-party-data-marketing-personalization/
Twilio, Reasons why brands used exclusively first-party data to personalize customer experiences worldwide as of May 2022 Statista, https://www.statista.com/statistics/1332293/reason-use-first-party-data-marketing-personalization/ (last visited November 21, 2024)
Reasons why brands used exclusively first-party data to personalize customer experiences worldwide as of May 2022 [Graph], Twilio, June 16, 2022. [Online]. Available: https://www.statista.com/statistics/1332293/reason-use-first-party-data-marketing-personalization/
