Manufacturers can gain valuable insights into consumer behavior by obtaining data on how, when, and why they purchase their products. This information can help manufacturers determine what innovative products to create, and how to price and distribute them in a way that meets consumer needs.
Retailers can also benefit from providing or selling first-party consumer data. Not only can it create a new revenue stream, but it can also help their manufacturer partners deliver better recommendations that benefit everyone involved.
Interesting that they recommend using trade dollars to fund data sharing. The report is available here: https://poinstitute.com/state-of-the-industry/.
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Cross-web clickstream data offers a privacy-compliant way to gather insights, enhancing marketing strategies in a post-cookie world. For more on leveraging such data, download the Consumer Data Types Cheat Sheet at https://www.marteq.io.