Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss why first-party data is more reliable and cost-effective than third-party data. They learn that investing in first-party data is essential for accuracy and avoids high costs associated with third party data. 

Topics covered:   

• [00:50] “Is First or Third-Party Audience Data More Effective for Reaching the ‘Right’ Customers?”
• [01:40] How much can Google ads predict your interests?
• [04:25] Comparing performance data with deterministic and probabilistic segments
• [06:35] The resistance of using contextual targeting
• [08:25] Finding the right dancing partner 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Neumann, Nico and Tucker, Catherine E. and Subramanyam, Kumar and Marshall, John, Is First- or Third-Party Audience Data More Effective For Reaching The `Right' Customers? The Case of IT Decision-Makers (May 19, 2023). Forthcoming - Quantitative Marketing and Economics, Available at SSRN: https://ssrn.com/abstract=4083057 or http://dx.doi.org/10.2139/ssrn.4083057 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.