The 2024 B2C Marketing Audience Building Report
The 2024 B2C Marketing Audience Building Report
24 PagesThe 2024 B2C Marketing Audience Building Report highlights how data confidence, diversity, and quality drive audience strategy success. 67% of marketers cite data challenges as barriers, yet those confident in selecting data sources are 5.5x more likely to see effective outcomes. Using 7+ data sources—especially first-party, intent, and social data—boosts personalization and ROI. 56% have strategies to reduce third-party cookie reliance. Segmentation and hygiene practices (e.g., validation, audits, governance) remain key. Top benefits include improved CX, retention, and targeting accuracy.
