Design a data strategy
Agencies are learning that one of the most powerful applications of AI lies in its combination with brands’ first-party data. According to Forrester, more than two-thirds of agencies said that making better use of first-party data is a high-priority or critical-priority initiative for their clients over the next 24 months.1
First-party data is:
- High quality, because a brand receives its data right from the source — its customers.
- Relevant, because the data relates directly to the products a brand sells and the customers who buy those products.
- Unique, as no other company has the same customer data.
Think with Google
Google/Forrester, AU, BR, CA, CN, CZ, DK, FR, DE, GR, HK, IN, IL, IT, JP, KR, NL, MX, PL, ES, ZA, SE, CH, TW, TR, AE, U.K., U.S., The Next Wave of Agency Growth Demand for Creativity, Analytics, and Consulting Signals Growth Opportunities, agencies survey N=2,152, July 2022–Aug. 2022.