48% of Marketers Say First-Party Data Growth is Top Priority

In addition to revealing how marketers are responding to the evolving tariff situation here in the U.S., Wunderkind’s new survey highlights marketers’ growing focus on first-party data and owned channels (email, text, websites). This reflects a clear desire for greater control, higher margins and direct customer engagement, especially as economic uncertainty continues.

• Almost half (48%) of marketing leaders identified first-party data growth as their top opportunity for 2025 — far surpassing goals like acquiring price-sensitive consumers (23%) or converting competitorsʼ loyalists (15%). 
• A heavier investment in owned channels was cited as the top strategic response to tariff-driven price increases by 48% of marketers.
• Only 38% of marketers use identity resolution partners, representing a sizable missed opportunity to convert the majority of anonymous web traffic. 

Wunderkind notes, “Brands that can identify anonymous visitors in real-time unlock a broader and more valuable addressable audience. When combined with behavioral triggers and dynamic content, identity resolution enables one-to-one communications that drive measurable revenue across email, text and onsite messaging. Recognizing a userʼs intent and delivering relevant follow-up — regardless of login status — is now a baseline requirement for any marketing team focused on efficiency and growth.”

For more insights about how marketers are responding to the shifting tariff situation, download Wunderkind’s full report here.