The 0123s of Data

Customer data comes in all shapes, sizes, and systems. There is first-party, second-party, third-party and the newest addition —zero-party data. With the demise of the third-party cookie mere months away, destinations must shift their data strategies in order to remain successful. In this session, we will hear from subject matter expert, Gray Lawry of Miles Partnership, and destination partners on how they leverage a diverse set of a data within their marketing mix. This session seeks to help attendees define and differentiate between zero-, first-, second-, and third-party data,; understand the limitations of first-party data and how to make it more useful by leveraging second- and third-party data providers; and provide tips for increasing the volume of first-party data within a DMO’s tool kit.