2026年B2C营销受众建设报告

How marketers are using intentional,precision-driven data strategies to drivemeasurable results. Table of Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3Key Findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4Special Segments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51.0 Barriers and Opportunities. . . . . . . . . . . . . . . . . . . . . . . . . . .62.0 The Evolving Data Mix. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93.0 Sources and Segmentation. . . . . . . . . . . . . . . . . . . . . . . . .124.0 Data Hygiene. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .165.0 AI’s Growing Role in Data Management. . . . . . . . . . . .20Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22Participants & Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . .23About the Research Partners. . . . . . . . . . . . . . . . . . . . . . . . . . .24 Introduction Across consumer-facing industries, standing out among the crowd is proving more and more diff icult. Three out of four B2C marketers reportfeeling the effects of audience saturation and rising competition for attention in their market. One-third say they feel this pressure constantly,requiring far greater effort and precision to break through the noise. Another 41% are seeing signs that it is becoming more diff icult to engagetheir audiences. This intensifying competition has accelerated a shift in how marketers use data: an emerging focus on leveraging data more intentionallyis taking hold. The most successful marketers are not just seeking high quality data, they are layering real-time behavioral insights andintent signals to anticipate customer needs earlier and tailorengagement more precisely. The benef its of this proactive approach are already coming tof ruition. Today, 53% of B2C marketers rate their data strategyas very effective at improving performance, a notable increasef rom 46% last year. The report that follows highlights just howquickly this evolution is taking place, and more importantly,how marketers are executing effectively. This report, now in itssecond year, also provides trend datato illustrate how strategies are progressing over time. Thef indings point to clear areas of focus: strategic adaptabilityto external changes, greater precision in data application,and expanded use of intent-based insights to compoundresults. We hope you can put these insights to use in your ownmarketing efforts, to improve performance and stay adaptablein increasingly unpredictable and competitive markets. Enjoy the report! Key Findings Layering intent data on top of f irst-party datacompounds performance gains.Marketers who use bothf irst-party and intent data extensively report strongeroutcomes in personalization (34% vs 22%), customeracquisition (37% vs 28%), and overall customer experience(42% vs 33%), proving that layering drives measurableadvantages. Managing data across sources still presents issuesfor B2C marketers.Despite an uptick in data strategyeffectiveness (53% now rate their data strategy as veryeffective at improving performance, vs 46% last year),only about one quarter have successfully centralized andstreamlined most of their data sources, while 69% reportdata unif ication as a complex pain point. Clean data lays a foundation.Nearly two-thirds (64%) ofB2C companies now use data hygiene tools, up f rom 56%last year. This number jumps to 75% of top performers usingdata hygiene tools, compared to just 51% of others. Thesemarketers are also 5x more likely to be very satisf ied withtheir data quality (65% vs 13%), enabling more intentionalsegmentation and targeting. But diversif ication of data types and sources is stronglycorrelated with better results.Top performing datastrategies use a wider range of data types. They are 2.6xmore likely than others to report signif icant use of intentdata (51% vs 19%). The best-in-class are also more likely toreport signif icant use of f irst-party, second-party, third-party, and zero-party data. Best-in-class marketers don’t just use more types, theychoose sources that can provide real-time, actionableinsights.Social media (61% vs 47%), mobile app (47% vs36%), and CRM data (41% vs 31%) are all used more heavilyby top performers to build a precise and current audienceview. Third-party demographic, contact, and behavioral/intent data are also prioritized by top performing strategies. Special Segments DATA STRATEGY STARS: Effectiveness of marketing data strategy 53% of B2C and D2C marketers rate their marketing data strategy as veryeffective at improving overall marketing performance. Insights from thisgroup show us what the most effective marketers are doing to improveoverall marketing performance. AMAZING AUDIENCES:Confidence in marketing audience building44% of B