How to make use of your most underutilised resource - your first party data

If you're like most companies your first party data is your most valuable owned marketing resource, and likely your most underutilised, says iCrossing's chief marketing officer Alistair Dent.
First party data is the information that users are telling you directly. It's data collected from your own interactions: purchases, mailing list signups, website browsing behaviour, app downloads, competitions and more. Any interaction that your customers have with you (and is covered by a privacy policy so