White Paper: The Right Customer Data lytics.com/resources 1 The Right Customer Data First-Party Data, Not Third, Drives Marketing ROI WHITE PAPER3 Methodology 4 Third-Party Data is Dying... 5 The Demise of Third-Party Data 9 Avoiding the Marketing - IT Disconnect 11 Is the IT Department Getting in the Way? 12 How a Customer Data Platform Can Help Marketing Organizations 14 Conclusion 15 Getting Started with your First-Party Data Strategy Table of contents Check out our other industry guides, white papers, webinars and more at lytics.com/resources WHITE PAPER: The Right Customer DataMethodology Lytics commissioned independent market research company Vanson Bourne to conduct a quantitative research study with 300 IT and Marketing decision makers in March 2020 in the US. Respondents

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