B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
45%
45% -- third party data usage rate for Marketing, data, analytics, and technology leaders (2024)
45% of surveyed marketing, data, analytics, and technology leaders use third-party data.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
45%
Unit
Percentage
Data Vintage
2024
Entity
Sample Size
200
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Winterberry Group
Primary
Tier B
https://www.aomni.com/blog/customer-intelligence-tools ↗
Source Article
31 Best Customer Intelligence Tools For Gathering CI
Original Research
Winterberry Group
· Original study ↗
Methodology
Winterberry Group survey cited by Aomni
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Marketing, data, analytics, and technology leaders: 45% third party data usage rate. Source: Winterberry Group (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/third-party-data-usage-2024
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<blockquote cite="https://lighthousedata.io/data/third-party-data-usage-2024" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>45%</strong> -- third party data usage rate for Marketing, data, analytics, and technology leaders<br><small>Source: Winterberry Group (2024) · <a href="https://lighthousedata.io/data/third-party-data-usage-2024" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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