ABSTRACT
This chapter focuses on the uses of third-party data along with a few third-party market research platforms that are popular with many digital marketers. The artful use of third-party data empowers customer acquisition and advertising strategies. Ironically, most of the literature on third-party data platforms was written, provided, and copyrighted by the third-party vendor. A tag is just another piece of data-collection code that digital vendors require customers to embed on their pages and mobile apps. Data Lakes are a customizable, general purpose data store where information is saved in its original format. By placing data into the Lake, it becomes available for analysis by everyone in the organization. Data Lakes support the rest of Informatica’s marketing operations stack, but they do not solve all of the issues similar organizations face with their digital marketing and acquisition. Third-party data can be used to enrich first-party data; it is also used for advertising and targeting customers.
