Study: 90% of marketing firms will capture zero-party data within a year

Nearly all marketers are using this approach to respond to data deprecation.


Nearly all marketers (97%) agree the personalized digital experience is a cornerstone of marketing programs, and a new study finds 90% of marketers are actively responding to data deprecation by capturing zero-party data within a year.


Data deprecation is occurring because of browser and OS restrictions and privacy laws. This has made it more difficult to capture the data necessary to do personalized marketing, according to the study by Forrester.


The findings also revealed that 85% of marketing firm respondents said zero-party data is critical to creating effective personalized experiences.


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