68% of respondents said first party data gave them the easiest financial justification for use (when compared to second and third party data).

This report is based on findings from an online survey fielded in May of 2015. The survey link was disseminated to select Econsultancy and Signal lists, as well as via a third-party provider. This sample was restricted to companies with at least $100M in revenues. All respondents were at manager level or above, with 23% in senior management. Respondent industries were varied, though the media sector made up 19% of the sample, followed by technology at 14% and retail at 12%. Over 90% of respondents were from North America.