News

Archive for March, 2021

Dates : March 2021

Science Proves the Purchase Experience Outweighs Relationships and Brand Image: Havas Study

March 16, 2021
The fun-loving data department at Havas applied linear regression to 19,000 surveys with 30+ questions about 150 brands in three countries.  The result was unusually solid data on what drives satisfaction with customer experience.  Answers differ by country but for U.S. consumers the weights were 48% purchase experience, 29% relationship, and 23% brand image.  The idea is the weights should help allocate investments to the most effective projects.
CDPI Newsletter

Privacy is Now Top CDP Goal: Tealium Report

March 16, 2021
The News Gods are off to a slow start this week, but they did share some interesting surveys.  Best of all is one from Tealium, which digs deeply into our favorite subject.  Most surprising finding is that respondents rate privacy protection as the top CDP outcome (64%), far ahead of acquisition (53%) and personalization (48%).  Interest in real-time data collection waned last year as users focused on more prosaic issues including ID resolution, online data capture, and integration.
CDPI Newsletter

IT’S THE LAW (3/16/2021)

March 16, 2021
A U.S. Congresswoman proposed a national consumer privacy bill in the U.S. House of Representatives. Saying, it is "better to have a federal law than a patchwork of state laws," Democrat Suzan DelBene introduced The Information Transparency and Personal Data Control Act which would require businesses to get consent before sharing sensitive information, let users opt-out of collection of nonsensitive data, oblige businesses to explain how data is being used, and expand the Federal Trade Commission's authority to enforce the law.  It would override stronger state legislation and doesn't allow consumers to sue for violations -- two features the ad industry likes and privacy advocates do not.
CDPI Privacy Newsletter

Marketers Prioritize Personalized Service Over Personalized Messages: Acquia Study

March 12, 2021
At least some marketers have gotten the message that customers only like personalization when it helps them.  This Acquia report found 62% of marketers are focusing on personalizing customer service while just 49% are focused on personalizing communications.  In fact, personalization ranked towards the bottom of their tech priorities (43%), behind marketing automation (63%), CDPs (54%), and AI (44%).
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