The 2026 B2C Marketing Audience Building Report

Data Diversity Matters
Top performers are 2.6× more likely to use intent data extensively and combine first, second, third, and zero-party sources.

Intent Data as a Multiplier
Those who use both first-party and intent data are more likely to report gains in personalization and customer acquisition.

Data Hygiene is a Priority
75% of top performers use data hygiene tools and are 5× more likely to be very satisfied with data quality.