Litmus: Defining the 4 Types of Data and Knowing When to Use Them

Litmus just issued a interesting blog:

When you click send on your email campaign, your goal is pretty straightforward. You want your message to get to the right inbox, be opened, and have some specific action taken. While none of this is a simple task, it is important to take a step back and start from the beginning before focusing on the end goal, getting the recipient to convert. As digital marketing becomes increasingly reliant on data, email is no exception. However, determining what types of data to utilize and when can be a more complex process. For email marketers, it’s important to understand the data you have accessible and know how and when to use it most effectively. We have outlined the four types of data and what each can mean for your email strategy. Zero-party data First-party data Second-party data Third-party data Zero-party data Zero-party data Individual-level data explicitly given to you directly from…

More here: Defining the 4 Types of Data and Knowing When to Use Them