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Alliant: “Alliant is the people-based data partner that illuminates not only what consumers do, but why they do it.”

• What is third-party marketing data?

  “Third-party marketing data is information about consumers or businesses that is collected and aggregated by organizations other than the brand using it. Marketers use third-party data to expand reach, enrich first-party data, improve targeting, and gain insight into audiences they do not already know well.”

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• How to use external data to gain customer insight?

  “You can use external data to enrich your customer file, uncover patterns, segment more effectively, and identify opportunities your first-party data cannot reveal on its own. A strong approach is to append external attributes that add purchase behavior, demographics, channel preferences, and motivations to your existing customer records, then use that enhanced view for analysis, targeting, and personalization.”

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• First-party vs third-party marketing data?

  “First-party data is information a brand collects directly from its own customers and prospects, such as transactions, website activity, CRM data, and owned-channel engagement. Third-party data comes from an external provider and helps extend what a brand knows by adding scale, broader market visibility, and predictive insight.”

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