The 2024 B2C Marketing Audience Building Report highlights how data confidence, diversity, and quality drive audience strategy success. 67% of marketers cite data challenges as barriers, yet those confident in selecting data sources are 5.5x more likely to see effective outcomes. Using 7+ data sources—especially first-party, intent, and social data—boosts personalization and ROI. 56% have strategies to reduce third-party cookie reliance. Segmentation and hygiene practices (e.g., validation, audits, governance) remain key. Top benefits include improved CX, retention, and targeting accuracy.

Join for free to read