The Value of Customer Data Report 2025

With the Data (Usage and Access) Bill now law, a new era of marketing potential has arrived

Marketers can now use customer data with greater confidence where there is legitimate consumer interest, creating powerful opportunities to connect, convert, and grow.

Customer data is one of marketing’s most valuable assets. Yet it often remains siloed, typically managed by CRM and loyalty teams, and rarely embedded into brand-building or acquisition strategies. As third-party cookies are phased out and the search for alternative targeting signals intensifies, the strategic importance of first-party data continues to grow.

The Value of Customer Data Report, sponsored by Merkle and crafted with oversight of the DMA’s Customer Data Council, reveals just how valuable that data can be.

Inside, we explore:

• The measurable uplift in marketing effectiveness driven by customer data.

• How both performance and brand campaigns see stronger results.

• Expert commentary on unlocking the full potential across channels

The impact is clear.

Customer data-driven campaigns generate a 14% higher ROI, deliver 21% more effects per campaign and see a 38% increase in response effects for performance campaigns. When used in integrated multi-channel campaigns, customer data generates +23% more effects.

CRM professionals are in a prime position to lead the charge in breaking down silos, championing customer data as a catalyst for creative, strategic, and commercial success across the entire marketing function.

This report provides the evidence and the insight to support that leadership.