Despite the challenges, marketers are still seeking that all-important data mix

Data type

89%

Interest/intent

89%

Behavioural

78%

Demographic

72%

Lifestyle

69%

Location

60%

Brand affinity

59%

Life stage

52%

Other B2B data

Data source

83%

Transactional data

83%

Known digital identities

82%

Declared interests/preferences

77%

Second-party data

77%

Inferred interests/preferences

75%

Third-party data

75%

Anonymised digital identities

69%

Offline identities

Data type

89%

Interest/intent

89%

Behavioural

78%

Demographic

72%

Lifestyle

69%

Location

60%

Brand affinity

59%

Life stage

52%

Other B2B data

Data source

83%

Transactional data

83%

Known digital identities

82%

Declared interests/preferences

77%

Second-party data

77%

Inferred interests/preferences

75%

Third-party data

75%

Anonymised digital identities

69%

Offline identities

Data type

Data source

89%

Interest/intent

83%

Transactional data

89%

Behavioural

83%

Known digital identities

78%

Demographic

82%

Declared interests/preferences

72%

Lifestyle

77%

Second-party data

69%

Location

77%

Inferred interests/preferences

60%

75%

Brand affinity

Third-party data

59%

75%

Life stage

Anonymised digital identities

52%

69%

Other B2B data

Offline identities

Data type

Data source

89%

Interest/intent

83%

Transactional data

89%

Behavioural

83%

Known digital identities

78%

Demographic

82%

Declared interests/preferences

72%

Lifestyle

77%

Second-party data

69%

Location

77%

Inferred interests/preferences

60%

75%

Brand affinity

Third-party data

59%

75%

Life stage

Anonymised digital identities

52%

69%

Other B2B data

Offline identities