Comparing the Different Types of Consumer Data

B2C Marketers have four primary data types at their disposal:

Cross-web Clickstream and Mobile Tracking Data :

• Derived from actual online actions like web pages visited, links clicked, and places visited.
• Offers factual, unbiased insights based on observed behavior.
• Marteq's unique data sharing feature allows consumer control, enhancing privacy.

First-party Data:

• Directly collected by brands through their consumers' web activity, purchases, and customer service interactions solely through the brand's digital properties and NOT across all web properties.
• Reliable for understanding consumer behavior specific to the brand but lacks broader context.

Zero-party Data:

• Voluntarily shared by consumers, often through surveys or polls.
• Offers explicit consumer preferences but may be subject to bias and inaccuracies.

Third-party Data:

• Aggregated from various external sources, not directly collected by the brand.
• Subject to more regulatory scrutiny and privacy concerns.
• Provides less specific insights compared to other data types.

This table assesses the relative effort required for each task associated with the different types of consumer data, indicating the degree of difficulty or resource investment needed for each task within the context of the data type.

Cross-web clickstream and location data from Marteq.io, as a SaaS or DaaS (data-as-a-service), requires little effort compared to the other consumer data sources, from data collection setup to storage to regulatory compliance. Little, if any, effort is required by the B2C marketer to begin to benefit from this high-insight, high-privacy source of data.