Explain how marketing uses secondary and primary data.

Primary data is data collected directly from the source, such as surveys or interviews with customers or market research that is conducted by a business. Secondary data is data that has been previously collected and is readily available. Examples of secondary data include public records, published magazines and books, online information, and public or private research reports. Marketing teams use primary data to gain a deeper understanding of customer behavior, build customer personas, determine the best industry trends and technologies to utilize, and refine campaign messaging. Primary data helps marketers identify key customer needs and preferences and better understand the customer journey. Secondary data is used to gain a more comprehensive understanding of a customer base at the macro-level. It helps marketers analyze customer demographics, trends, the competitive landscape, and customer segmentation. Having a good understanding of the information provided by secondary data allows marketers to strategize, optimize messages, and develop marketing campaigns which can be used for making customer-oriented decisions.