2024 Database Strategies & Contact Acquisition Benchmark Survey: Refining Focus On First-Party Data Collection & Enhancing Data Actionability

Data is the backbone of all sales and marketing operations: Without first- and third-party insights, practitioners would be crafting campaigns and curating strategies on a wing and a prayer. Given the importance of data management, activation and quality, practitioners are renewing their focus on database strategies throughout 2024. In fact, 62% of respondents to the “2024 Database Strategies & Contact Acquisition Benchmark Survey” plan to increase their database investments in the new year — while just 17% will not, and 21% remain unsure.

This survey report will analyze the current trends in database and contact acquisition strategies, with a specific focus on the increasing role first-party data plays in the current climate. Leveraging new research, specific topics of discussion will include:

• The steps organizations are taking to get ahead of the third-party cookie “apocalypse;”
• How practitioners are bridging the gaps in their database strategies to ensure more accurate and actionable intel;
• The most popular places to store data and the departments that (should) have access to it;
• The top challenges marketers face with all aspects of data, with commentary on the factors impeding data strategies; and
• The specific areas where practitioners are investing to improve their database strategies and contact acquisition.