All these cases and more to come will be key not only for marketing users but also in the Contact Center, since both automatic interactions (chatbots) and agent-based conversations (chat, voice or videocalls) can benefit from a better customer knowledge, some kind of mindset-insights map.
There is plenty of public information available about general data (weather, traffic congestion, stock/market evolution, public transport occupancy, airlines passengers, etc.) that can be obtained through public APIs (paid and open-data). There are also companies providing sentiment analysis about multiple topics and measurements of advertisement pressure / media presence / reputational level of companies. Thus, a myriad of behavioral experiments and related external variables can be introduced to enrich end-customer info and the 360º views, validate zero-party data and create new kinds of audiences, based on “potential causes of an action”.
The optimal way to introduce this data for analysis is: 1) API-based connectors for easy data collection, 2) #nocode flexible data-model that allows the inclusion of both objective numerical data (i.e. stock variation) and more subjective info (sentiment about a given topic) with several degrees of granularity.
Finally, a last question to be considered is “who” (which IT element) should be in charge to provide new use cases using fourth party data. We tend to be agnostic and several options could match the same goal: